Unlike some analysts, I'm not a self-styled management consultant. I don't know beans about who should be given ownership over the P&L in a vertical, and so forth. I don't work at Yahoo. I don't claim to know how everything works.
I do understand the economic engine, however, especially on the search marketing side and platform advertising side.
You can print reams of speculation about layoffs, acquisitions, restructuring, and focus. But when it comes to advertising, you have to make it easy for people to buy.
Yahoo is almost there. Panama turned that part of the company around and is something to build on. Yahoo has a sales and service arm that is second only to Google's, and given the inflexibility of Google's bidding system, Yahoo seems like almost a sympathetic sales ear in spite of their low volume.
But the rollout of the Panama feature set is still too slow. There's the economic engine I know and understand. Take what is working, and continue with its basic execution.
A very important example is an agency console to make it easy for agencies and large companies to manage many accounts, from a single dashboard, like Google has. A second example would be continued strides on things like geotargeting. I guarantee that if you do stuff like that -- make it easier to buy and manage your ads -- the people on the ground who have to implement this stuff will start actually doing more buying, rather than paying lip service to, Yahoo's available inventory. Panama rolled out successfully, but it isn't done yet. Keep going, Yahoo!
Posted by Andrew Goodman
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