Yahoo’s ad revenues are forecasted to drop 14 percent this year while its competitors, including Google and Facebook, are expected to grow.
According to a new eMarketer report on ad spending, Yahoo’s global ad revenues will dip to $2.8 billion this year, down from $3.3 billion last year. Its overall share of the ad market will shrink from 2.1 percent to 1.5 percent.
That’s more bad news for the Marissa Mayer-led company. In an attempt to cut $400 million, Yahoo announced last month that it’s in the process of shuttering offices, slashing 15 percent of its workforce and is backing away from its once-ambitious content efforts by closing down a number of its verticals, like Travel and Autos. All of this is happening while rumors swirl that Yahoo is considering selling itself.
Moving forward, Yahoo is focusing on its growing mobile, video, native and social advertising unit called “MAVENs.” Mobile has been a spot of growth for Yahoo, with eMarketer expecting it to bring in $1.31 billion in revenue, a spike of 24.5 percent over last year.
“A leaner Yahoo, more focused on its core growing segments, will still face stiff competition in an ever more crowded and sophisticated market,” said eMarketer analyst Martín Utreras.
In contrast, the firm expects Google’s digital ad revenue to increase 9 percent to $10.23 billion and Facebook will increase 31 percent to $22.37 billion.
More in Media
Apple’s Safari ad tech blocklist sends publishers back to IAB Tech Lab’s Trusted Server
What publishers once filed under someday now has a deadline, and Apple set it.
Media Briefing: As AI search shifts referrals, publishers revisit registration walls
As referral traffic declines, publishers are rethinking registration walls as a way to turn anonymous visitors into valuable known users.
SPUR publishes AI content tracking standard, pitches OpenAI and Google to join advisory board
Publishers are pushing for AI transparency with a new SPUR standard to track how AI tools use content, and inviting frontier AI labs to help.