Yahoo 2015 Annual Report Download - page 11

Yahoo Lifestyle will bring together content, commerce, and community to engage users passionate
about style and fashion. We are working on creating a Yahoo Lifestyle vertical that features Yahoo’s
original editorial voice to deliver authoritative and authentic style and beauty content. As we
continue to integrate Polyvore, Inc. (“Polyvore”), a business we acquired in September 2015, into
Yahoo Lifestyle, users will have access to discover and publish their own style trends, and to buy
items featured in articles and sets through direct integration with commerce sites.
Tumblr offers a web platform and mobile applications on iOS and Android that allow users to create,
share, and curate content. Tumblr messaging enables users to engage with other users that share
their same interests and passions.
Advertiser Offerings
Yahoo has two core advertiser products: Gemini and BrightRoll, which includes the BrightRoll
Demand Side Platform and BrightRoll Exchange. Advertisers benefit from our comprehensive
approach to digital advertising across search and display advertising, which includes native, video,
premium, and audience ads. Gemini and BrightRoll are supported by Yahoo’s technology platform,
data, and analytical tools.
Advertiser Products
Yahoo Gemini is Yahoo’s proprietary marketplace for search and native advertising across devices.
Yahoo Gemini helps marketers achieve measurable results with intent-driven advertising. By
leveraging Yahoo’s proprietary data, Gemini helps advertisers target the audiences they are
interested in reaching across Yahoo Properties and third-party publishers and engage those
audiences through search and native ads. Gemini search is focused on helping advertisers reach their
target audiences at the moment the user has made a relevant search query. Gemini native ads are
built to match the content that a user is exploring. By using the surrounding content to establish
relevancy for targeting, Gemini native ads drive higher audience engagement and brand awareness
for the advertiser.
BrightRoll is Yahoo’s unified brand for programmatic advertising technology, offering a suite of
media-agnostic tools to help advertisers, publishers, and partners connect with users across ad
formats and devices. BrightRoll Demand Side Platform (“BrightRoll DSP”) is technology that enables
brand and performance advertisers to plan, execute, optimize, and measure programmatic digital
advertising campaigns. Our targeting solutions allow advertisers to reach users across Yahoo,
exclusive publishing partners, and a wide variety of sites and mobile apps with the scale and
efficiency of programmatic buying. BrightRoll DSP offers advertisers greater control and
transparency with advanced programmatic buying capabilities and access to Yahoo’s proprietary
data. Advertisers can reach the right people with custom audience definition and manage frequency
on any device with independent campaign measurement and insights. BrightRoll Exchange connects
programmatic, native, and video inventory from the top publishers and ad exchanges with demand
from the top DSPs, agencies, ad networks, and advertisers. The BrightRoll Exchange delivers revenue
to publishers with the goal of maximizing yield and offers buyers access to a variety of premium
digital advertising inventory and unique data with the goal of enabling them to efficiently value
supply.
Advertising Formats
Search Advertising
Yahoo Gemini connects advertisers with the audiences across our network, with the support of
strategic account teams, reporting, analytics, and extensive campaign controls. Yahoo continues to
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