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
Media Briefing: Ad spend rebounds in Q2, but publishers brace for a murky second half
Publishers are dealing with some tariff jitters from their advertisers, and while Q2 is faring well, planning for the rest of the year is murkier.
The winners and losers of Google’s AI Mode
Google’s rollout of AI Mode has rattled publishers. Who stands to gain, and what else is threatened by Google’s integration of AI in search?
LinkedIn courts creators — and advertisers — with new performance metrics
Creators and advertisers are encouraged by new LinkedIn metrics that make it easier to measure clicks and conversions.