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Yahoo: restructuring Ad Sales

In the first of what may be many announcements regarding change in practice or personnel, Yahoo has announced further management restructuring; this time in its advertising sales organization.  In the works for many months, the organization will see the departure of current chief sales officer Wenda Harris Millard and the combination of Yahoo’s search and display ad businesses into a group led by a single executive.

It is hoped the new structure will help Yahoo to provide a more comprehensive service offering to advertising clients who will better be able to consolidate buys and more efficiently implement unified marketing strategies.  It is also anticipated that the new structure will allow Yahoo to better integrate, across its product lines, some of the auction based ad-services it added to its portfolio with the purchase of Right Media.

Sue Decker, president of Yahoo said in an official company statement that the move “is one of many important steps we’re taking to re-invigorate our display business, further build on our industry-leading position in advertising, and drive thought-leadership in the online advertising marketplace."

The reorganization comes after recent announcements that revenue for the second quarter is expected closer to lower guidance numbers resultant from weaker performance in its display ad business.   Yahoo’s next earnings announcement is scheduled for July 17th.

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