More NewsLeaked Yahoo E-mail Describes New Ad and Publisher Group Structure

Leaked Yahoo E-mail Describes New Ad and Publisher Group Structure

There could be more reshuffling in store for the firm.

In an 1,814-word e-mail sent to all employees Wednesday, Yahoo CFO Susan Decker detailed the structure of the company’s new Advertiser and Publisher Group. The reorganization details follow the group’s formation in December. There could be more reshuffling in store for the firm, advised Decker.

The group will be split into five divisions: Demand Channels, Supply Channels, Marketing Products, Local Markets and Commerce and Strategic Marketing and Major Initiatives. The Demand Channels section will focus on providing marketing solutions to large, direct sales customers and smaller self-servicing online advertisers. Greg Coleman, EVP global sales, will helm the direct side while former GM Yahoo Small Business Rich Riley has been promoted to head up the online division as SVP online channel and small business services.

The Supply Channels team is pressed to develop a competitive search, display and listings-based ad network, and will do so by snagging ad inventory on off-Yahoo publisher sites to complement the company’s Publisher Network inventory. As EVP of the also newly-formed Local Markets and Commerce Division, the firm’s previous SVP of Marketplaces Hilary Schneider will lead the newly altered Publisher Network. In addition, the listings-based Marketplaces operation Schneider was hired in September to start up, is being re-branded Local Markets and Commerce.

Decker described the Marketing Products division as being “the magic in the middle” of the other two divisions. The department will consist of segments including Search and Listings, Display, Product Management and Engineering segments. Yahoo will move to a more “centralized model for product management,” according to the memo. A separate Strategic Marketing and Major Initiatives division will work with various groups within the new organization in order to develop segment-specific offerings. No one has been chosen to run that operation yet.

There could be more transition to come. “As with any changes of this scale, we are evolving the organization over time,” wrote Decker.

Related Articles

GDPR: The role of technology in data compliance

Data & Analytics GDPR: The role of technology in data compliance

3w Clark Boyd
What companies can learn from the We-Vibe lawsuit about the Internet of Things

Legal & Regulatory What companies can learn from the We-Vibe lawsuit about the Internet of Things

8m Al Roberts
Has advertising arrived on Google Home?

Media Has advertising arrived on Google Home?

8m Al Roberts
Is Twitter slowly dying?

More News Is Twitter slowly dying?

9m Al Roberts
FedEx launches fulfillment service to take on Amazon

Ecommerce FedEx launches fulfillment service to take on Amazon

9m Al Roberts
Target is the top retail digital marketer, so why is it struggling?

Ecommerce Target is the top retail digital marketer, so why is it struggling?

8m Al Roberts
YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

More News YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

9m Al Roberts
YouTube is getting rid of 30-second unskippable pre-roll ads

Ad Industry Metrics YouTube is getting rid of 30-second unskippable pre-roll ads

9m Al Roberts