Wednesday, February 22, 2017

Yahoo strikes global content partnerships with UK publishers

Just read the above article about Yahoo striking global content partnerships with UK publishers (21-Feb-2017) as it steps up ambitions to lead news. Yahoo has been struggling to be a dominant player of online display ads in the US, as it stands distant fourth behind Facebook, Google, Twitter. This deal with the consortium of seven newspaper chains (The Telegraph, the Guardian, The Independent, the Evening Standard and Hearst UK) representing 176 newspapers is a major pivot and exciting pivot for Yahoo as it plans to dominate the US news market. Yahoo is currently ranked fifth news source behind Google, The New York Times, The Washington Post, The Huffington Post, and Twitter.

In my opinion, this is a win-win situation for both the newspapers and Yahoo. The UK newspapers are trying to make a big push to become global brands. Yahoo is one of the dominant players in news media in the US and Yahoo Finance is the number one in the finance sector. Yahoo will have access to quality content to build on their existing verticals, and the newspapers will have Yahoo’s over 1 billion monthly users worldwide and 29.3 million unique UK site visitors reading these articles.

The deals include a revenue share agreement using Yahoo’s native advertising marketplace Gemini. Advertising will appear within each article to reach and engage relevant audiences with highly-targeted content.

I think the ultimate winners will be the Yahoo users who will access to an array of premium content on a wide range of channels. To me as a Yahoo user, it means combining the best of Yahoo journalists with the masses of journalists covering every piece of news out there.

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