Yahoo seeks to deliver true personalisation

Low Lai Chow

A new wave of innovation is underway at Yahoo, as Marissa Mayer, the firm's recently-appointed chief executive officer, seeks to reverse the online pioneer's ailing fortunes. "Marissa decided quickly that she would create a mission," said Brian Silver, Yahoo's vice president of ad platforms, at ad:tech Singapore 2013.

"And the mission was to make the world's daily habits inspiring and entertaining. It was all about the user; it was all about the idea of bringing the appropriate content, the appropriate advertising [and] the appropriate elements of the internet to you."

This personalisation agenda has resulted in an overhaul of many of Yahoo's web products, as the organisation strives to create big, beautiful, intuitive products, with a particular focus on mobile. In the course of just seven months, the internet giant has made tweaks large and small across its portfolio, most notably with the purchase of blogging platform Tumblr, which is one of ten new acquisitions.