Join us at the Digiday Publishing Summit from March 24-26 in Vail
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
Publishers don’t really know how Google AI Overviews is impacting their referral traffic
It’s been almost a year since Google rolled out AI Overviews, and publishers still know very little about how it’s impacting referral traffic.
How Substack creators are pooling audiences with live video co-hosting
As creators become more adept at using Substack live video, they are finding that going live with a co-host helps them gain new subscribers.
Media Briefing: Brian O’Kelley’s Scope3 promises an AI-powered ad tech reset — publishers aren’t buying it yet
AppNexus co-founder Brian O’Kelley wants to fix the ad tech ecosystem with his platform Scope3, which is designed to allow advertisers to buy directly from media owners. But publishers have a lot of questions.