Yahoo! cuts out the middlemen to increase ad revenues

11/29/2011 | Advertising Age (tiered subscription model)

Yahoo! is overhauling its Web-advertising strategy, cutting out demand-side platforms and other intermediaries in a bid to boost revenues. The move is likely to lead to a short-term decline in the company's ad revenues, as marketers looking for performance-based buys turn elsewhere, but the company is gambling that its biggest brands will stick around.

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