Yahoo

The business model combines media ownership, advertising technology and consumer products. On the supply side, Yahoo aggregates large-scale consumer audiences through its content and utility services (mail, news, finance, sports, search) and controls advertising inventory across these environments. On the demand side, it offers advertisers and agencies direct ad solutions and a programmatic demand-side platform to buy omnichannel inventory using identity-based targeting and optimisation tools.

Value is created by connecting advertisers and agencies to engaged audiences and premium inventory, using first-party identity and analytics to plan, target, deliver and measure campaigns. Additional value is created for publishers, OEMs and app partners through search and monetisation partnerships. Revenue is diversified through ad spend flowing via direct and programmatic channels, recurring subscriptions for ad-free or data-enhanced consumer products, and commercial agreements for search and distribution.

Yahoo is a United States-based digital media and advertising company owning large consumer properties across mail, news, finance, sports and other content verticals. It operates its own search, email, publishing and sports platforms, and packages these audiences and inventory for advertisers.

The company generates most revenue by selling advertising across its owned-and-operated media properties and through its demand-side platform for programmatic media buying. It also earns subscription income from premium tiers of its consumer products (notably email and finance) and from partner and search monetisation deals with publishers, OEMs and app distributors. Its direct paying customers are brands, agencies, media buyers, publishers, OEMs, app distributors and individual consumers who upgrade to paid tiers.