Dive Brief:
- Yahoo is making mobile ads the focus for its Gemini ad platform.
- Its recent Q2 report announced losses and a renewed focus on mobile, video, native and social ads.
- In Gemini’s year and a half of existence it’s been touted for native and search ads, and now mobile.
Dive Insight:
Yahoo launched its self-serve online ad marketplace Gemini last February mostly for native and search ads. Gemini has evolved over time to allow marketers to conduct more targeting and has boosted its mobile ad inventory. Currently mobile ads are the focus of the platform with plans to boost video ads as well. This fits into Yahoo’s announced strategy of making mobile, video, native and social ads a priority on the heels of its poor Q2 earnings report.
Enrique Munoz Torres, senior vice president of product and engineering at Yahoo, told The Wall Street Journal, “Mobile advertising is far from being a solved problem. We’ve made good inroads as an industry, and things are improving, but it’s not great.”
The company’s Q2 report announced a loss of $22 million compared to a $270 million profit year-over-year.