Yahoo’s CEO Jerry Yang is not looking for enemies, but he is not striving to make friendships either. Yang’s “no sacred cows” logic has led the company through a string of executive departures and a shifting in job titles as well as a widely reported acquisition of BlueLithium to boost Yahoo’s behavioral ad offerings.
In an article in the Wall Street Journal, Yang has announced that he has chosen against “outsourcing” Yahoo’s paid search advertising division to Microsoft or Google.
With search advertising making up about 40% of the U.S. online advertising market, outsourcing would make it difficult for Yahoo to be the “marketing operating system” that Yang envisions, providing their advertisers with a full menu of online-ad choices.
There is the hope that by doing these many things, and by making many important decisions to come, Yahoo’s stock and brand name will again be considered at the top of the industry, instead the fading giant it has been perceived to be over the past few years.