Yahoo Tech, Food and News Digest Among Reveals in Mayer Keynote

By Michelle Maisto  |  Posted 2014-01-08 Print this article Print

Mayer also announced that Yahoo Smart TV is introducing "Smart Guide," a service that personalizes the viewing recommendations that users receive and that can pull up complementary content, like a user's fantasy football stats while a football game is playing.

Speaking to the advertisers in the house (and Yahoo's stockholders), Mayer also made two major ad-related announcements. The first was that the company has introduced a unified suite of digital advertising products for premium and audience-focused display, and native and search advertising. Mayer, with help from Senior Vice President of Advertising Technology Scott Burke, explained that Yahoo is making advertising simpler for advertisers and promising them greater results—thanks to the fact that Yahoo knows so much about its users (and apparently is willing to talk).

"Because Yahoo is at the center of people's daily habits across search, communications, media, and video, we can offer uniquely powerful insights on consumer behavior," Yahoo said in a post on its Tumblr blog.

Finally, Mayer revealed that Yahoo is now offering to create advertising for sponsored posts on Tumblr—the blog site Yahoo purchased in May 2013 for $1.1 billion.

"The average Tumblr post is reblogged 14 times. That's a huge part of the distribution power of Tumblr," said the site's CEO, David Karp, who joined Mayer on stage. "The average sponsored post is reblogged more than 10,000 times."

Karp added that when big brands apply themselves creatively on Tumblr, they "can find a big, big audience."

The juxtaposition of the information presented during the keynote—the luring in of users and then the explanation of how to profit from them—made for a bit of an awkward conclusion, and Mayer didn't linger. She told the audience that she hoped the hour had been inspiring and, adding that Yahoo takes the entertainment part of its mission seriously, introduced surprise musical guest John Legend to close things down.

Legend, at a piano, sang a slow rendition of "Here Comes the Sun." The repeated assurance of "it's all right" felt a bit warranted.

Follow Michelle Maisto on Twitter.


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