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Yahoo: Be Careful Playing in Traffic
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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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