Yahoo, led by CEO Marissa Mayer, is reaching out aggressively to the ad industry and has raised its profile, but analysts say it's unclear whether the effort will pay off. Ad exchanges are setting lower prices for the online-ad industry and limiting what Yahoo can charge for space. "Advertisers will become more excited if there's clear evidence that Yahoo is growing again in terms of its users and its engagement," said RBC Capital Markets analyst Mark Mahaney.

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