July 22, 2016
As Yahoo accepted the final bids for its core business on Monday, the internet company revealed just how badly that business was deteriorating, reports The New York Times.
Yahoo said that its revenue in the second quarter fell 15 percent, after excluding accounting adjustments, and its operating profit fell 64 percent.
Yahoo also acknowledged that Tumblr — its biggest acquisition under its current chief executive, Marissa Mayer — was now worth only one-third of the $1.1 billion that Yahoo paid for it in 2013.
Ms. Mayer, who promised “not to screw it up” when she announced the purchase, never found a way to effectively sell ads on Tumblr, despite repeated changes in leadership and strategy.
According to the research firm eMarketer, Yahoo will get about 1.5 percent of the world’s digital ad revenue this year, down from 2.1 percent last year. By comparison, Google is expected to command 30.9 percent of the market and Facebook is expected to garner 12 percent.
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