February 12, 2016

Why Yahoo Couldn’t Adapt to the Smartphone Era

The challenge for Marissa Mayer, when she became the C.E.O. of Yahoo, in 2012, was tough. During the two-thousands, Yahoo had increasingly identified itself not as a traditional tech company but as a media company that created content—news, sports statistics, financial data—that was distributed online, with the idea that Yahoo could sell advertising against the material it published. Yahoo had failed to capture much of an audience for this content on smartphones.


Topics: Media