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Vindu Goel provides an exceptional indepth account of the efforts inside Yahoo to reverse ad revenue decline using magazine content of Yahoo Food,Yahoo Tech and other magazines. These efforts are part of a new strategy of CEO Mayer to get Yahoo's user base of 800 million users to visit the site daily.

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Yahoo data for 500 million users was stolen in a hacking attack in 2014, Yahoo disclosed to the media. Experts are troubled by the fact that a Yahoo attack by a state sponsored actor in 2014 was only disclosed 2 years later. Even Verizon which plans to buy Yahoo says it did not know about this hacking attack that compromised 500 million user records, passwords and security questions. Verizon says it came to know about it September 20th about 2 days ago, and has limited idea about its impact. Yahoo says it came to know about this in summer 2016, when stolen data appeared in underground forums for sale. Yahoo upon further investigation discovered the large state sponsored attack in 2014.

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Institutional investors in Yahoo and members of the Board of Directors are showing increasing impatience with the lack of a turnaround at Yahoo under CEO Marissa Mayer.

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The resignation of Jerry Yang, co-founder of Yahoo, from his positions at the company on Jan. 17, 2012. Yahoo hired a new CEO, Scott Thompson, from eBay's Pay Pal unit n 2011. Yang started Yahoo with David Filo. They setup "David & Jerry's Guide to the World Wide Web," a list of favorite websites, as computer science students at Stanford in 1995. What followed was a trajectory similiar to the one observed today for Facebook- by 1999 the company was valued at $120 billion in the dot com bubble. A decade later Google, a newcomer with a search algorithm, replaced Yahoo as the most widely used search engine. Yahoo and its peer site AOL from the 1990's never recovered from the technological change in the internet with broadband and a new generation of search engines. Yang holds a 3.8% stake in Yahoo. Yahoo has a 40% stake in Ali Baba, which was formed when Yahoo turned over its Chinese operations to Ali Baba in exchange for a large stake in operations. Yahoo is planning to sell its stake in Ali Baba....

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Because of the proliferation of information and content on the internet, it is the services that help users navigate the content that do well not the content producers. This is one of the big reasons for the continuing failure of AOL and Yahoo. U.S. onine advertising went up to $31.3 billion in 2011 from 2010, according to eMarketer. Yahoo's share of U.S. online advertising will decline to 11% in 2011 from 16.1% in 2009. And AOL's dropped to 2.7% from 4.4%, according to eMarketer. The average cost to reach one thousand views on Yahoo in July 1998 was $25 per thousand, it is $6.50 in July 2011, and was $7.65 in July 2010, according to SQUAD Webcosts. Rob Norman, CEO of WPP PLC's GroupM North America, says he is really skeptical about the value Yahoo brings. He sees it as mostly commoditized inventory, and little that has a unique value to users. Analysts say that over time this problem of falling ad rates with commoditizing of content and proliferation of inventories could be faced Facebook by also....

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Carol Bartz of Yahoo! talks about her experience as CEO with Autodesk for 14 years. She had no plans to take another CEO job in 2006, when she left Autodesk. She describes the job at Yahoo!, which she accepted, and the kinds of skills and experience that were most valuable. One was listening, as she had no idea what she would do in the new job. She did not have a plan for Yahoo! when she joined. Her philosophy is: its OK to fail, just do it fast and then move forward. This for her means making a decision, and not being afraid to do it because it may turn out to be the wrong one. She says its OK to learn on the job as she did at Autodesk. At Yahoo! she realized the value of experience - experience where her career was like a pyramid, not a ladder, the years of experience at Autodesk! serving as a foundation to build on. About her job at Yahoo! she says a lot of the people wern't talking to each other, and she saw her job as releasing some of the energies that were locked up.

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Yahoo's agreement to sell half of its 40% stake in Alibaba Group back to Alibaba for $7.1 billion. Yahoo gets $6.3 billon in cash, and $800 million in Alibaba preferred stock, netting Yahoo $4 billion after taxes.

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According to ComScore the Yahoo internet site had 618 million unique desktop visitors globally in October 2015, compared to Facebook's 863 million. But for Yahoo this traffic is not yielding much in terms of revenue and profit. Yahoo's lack of quality content to command premium pricing means a continual decline in ad revenues. Analysts point to the lower quality of traffic on the Yahoo site, fewer direct searches on its site relative to clicks on ads, and aspects of its collaboration with Bing and Google, as serious problems. Compared to Google News, Yahoo News is chaotic and likely to draw less quality traffic, with the addition of Kate Couric and other commentary not having much impact on the gradual deterioration of the site. Facebook is dominant in mobile with $3.4 billion in revenue in the third quarter of 2015, compared to $271 million for Yahoo. As a result Yahoo's internet site based on its current share price in Dec. 2015 shows a small or insignificant valuation considering the level of traffic. ...

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Internet content and communications provider Yahoo, is losing ground. Compared to a 4% growth for the Internet overall, Yahoo's increase in unique vistors was 4%, according to comScore in the 4 months of 2010 to April. Total minutes dropped 11%, and page views dropped 13% in same period, compared to double digit increases for the Web. Yahoo CEO, Bartz, lacks a background in journalism and content development. And AOL is pursuing a similiar strategy. Yahoo agreed to acquire Associated Content which aggregates content from bloggers, and it is making trials with local content in Detroit and Cleveland for user engagement. Bartz plans to revamp the email interface. Analysts sense that the repair job will be tough for Bartz as Yahoo's image has suffered.

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CNBC partners with Yahoo Finance to increase its reach for digital web users. CNBC.com is No. 11 in business-finance news and research sites . It lags behind Dow Jones, AOL, MSN, Forbes, Bloomberg, CNN. Yahoo Finance is No. 1 at 37.5 million users and CNBC.com has 6.5 million unique visitors in the U.S. CNBC.com shares video and articles with the New York Times site.

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Tumblr is a microblogging site with about 100 million users but very small revenue of about $13 million. Yahoo is acquiring Tumblr in a $1.1 billion all cash deal. Tumblr was started by David Karp in 2007, has 175 employees, and is based in New York. Tumblr made it easy for users to create blogs and post comments, photos and videos, and Tumblr users can follow other user's updates in the manner of Facebook users following their friends in social media. It has 108 million blogs and 117 million users worldwide, according to comScore Inc.

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Low morale of 14,000 Yahoo employees with attrition in management ranks and no clear idea about Yahoo's future.

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Yahoo will add Mr. Jeffrey Smith, CEO of Starboard, and three director nominees of Starboard to its board of directors as part of a settlement. Smith also joins the auction committee for Yahoo.

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Manjoo says Mayer's failure at Yahoo comes from making small moves but not acting as a transformational CEO by changing Yahoo's business. He says three years later apart from small acquisitions such as Tumblr Yahoo's business was the same as before. By Nov. 2015 the Board and investors appeared to be saying that Mayer had run out of time to make the changes needed to preserve Yahoo's U.S. internet business.

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The NSA's inflitration of links to Google and Yahoo data centers.

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Activist investors such as Starboard Value hedge fund are pushing Yahoo to sell its Yahoo businesses and keep its investment in Yahoo Japan (35% stake valued at $8.6 billion) and Alibaba (16.5% stake valued at $35 billion). This would mean the sale of the Yahoo brand with 210 million visitors to its website each month. Yahoo's board has tried changing CEO's, and Marissa Mayer in office for 4 years has tried different strategies including acquisitions but failed to make a difference. Yahoo is not able to generate profits from its business the way Google and Facebook have done, and large investors are losing patience with Mayer. Mobile's importance has grown in recent years benefitting Facebook and Google but not Yahoo in generating more advertising revenues. Yahoo's content is seen as commoditized not commanding the advertising revenue of sites that help navigate the internet (Google) or social media sites (Facebook) that offer unique value to users.

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Yahoo's efforts to reverse the decreasing users of Yahoo Mail. Yahoo is losing users to Google and Microsoft.