Short Takes: Yahoo’s Own Sites Need iPad Boost

Yahoo’s tablet play Livestand is finally here, and not a moment too soon. After being announcned in February, the product’s launch had taken longer than many expected. It now arrives on the scene well after similar players Flipboard, CNN’s recently acquired Zite, and AOL’s Editions — though before Google’s awaited Propeller platform.

While late, Livestand is launching with some serious momentum, including 100 content partners, ranging from ABC News, to Forbes to Parenting Magazine to smaller titles like Bike and Surfer. A big goal of Yahoo’s is to have Livestand be the platform and tech backend for thousands of indie publishers.
It also debuts with Living Ads, the company’s head turning answer to banner ads on the tablet. (Parenting), Toyota and DreamWorks Pictures have kicked off new campaigns as of Wednesday (Nov. 2).
Yahoo gets a lot of grief, most of it deserved. But Livestand could be a winner. It looks great, and it’s an impressive entry into the tablet space. A huge question for all portals is how well their content travels to the app-centric iPad world. When tablets become a significant source of overall Web traffic, do brands like Yahoo Sports and Yahoo Finance take a traffic hit as users stick to closed apps? Not if Livestand can help it.

More in Media

News publishers hesitate to commit to investing more into Threads next year despite growing engagement

News publishers are cautious to pour more resources into Threads, as limited available data makes it difficult to determine whether investing more into the platform is worth it.

privacy sandbox

WTF is Google’s Protected Audience?

FLEDGE stands for ‘First Locally-Executed Decision over Groups Experiment’ and makes ad auction decisions in the browser, rather than at ad server level.

Digiday’s History of Ad Tech: In the beginning …

A look at the genesis of ad tech, from the first online display ad in 1994 to the dotcom crash.