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7/25/2005
  Yahoo winning big advertisers

Fortune magazine is paying attention to Yahoo with a long article on how Yahoo's behavioural targeting products are appealing to big advertisers. Here's the key for Julie Roehm - who oversees Chrysler's $2B ad spend:

Roehm too spends the biggest chunk of her online dollars on Yahoo. She says that Yahoo gives her the most information about how the advertising performs, allowing her to slice and dice the effectiveness of every dollar she spends.

And later in the article, proof that Yahoo PR is on the job (which is obvious when they get such a laudatory article in Fortune in the first place):

Though he has been been at Yahoo less than a year, [ex-Hollywood honcho Lloyd] Braun has already shaken things up—to the consternation of some of Yahoo's old guard. ...
Asked to detail his strategy, Braun alternates between coy and expansive, but he is clear about his mission. Yahoo must create a venue that attracts so many viewers and creates so much buzz that no matter how disconcerted old media become over Yahoo's growing popularity, the money and attention it delivers to content suppliers will be too great to resist.

Right... Thank God Semel brought Braun in to clear up that strategy! Anyways, it's working.

 


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