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
AI royalties for small and midsize publishers: collective licensing’s next big play
Don’t credit OpenAI’s ChatGPT, credit corporate LLMs – enterprise RAG is what’s creating royalty revenue for publishers.
The Economist licenses its content to enterprise clients’ private LLMs
The Economist is among those to start licensing its content this way – having opened its API to corporate clients with their own data ring-fenced LLMs in August.
Media Briefing: Why some publishers are flipping their position on whether to block AI bots
Some publishers that blocked all AI bots are rethinking their stance, as AI platform traffic raises new monetization and access trade-offs.