Getting better technology from Yahoo would help AT provide businesses with ads delivered over the internet that are better tailored to suit individual viewers interests.In recent years, Yahoo Chief Executive Officer Marissa Mayer focused on what she saw as the future of digital advertising, including paid promotions tied to mobile, video and social-networking -- along with native advertising, or inserting marketing spots alongside news stories, blog posts and other content.
The company spent millions of dollars to stream more live National Hockey League games and has deals with Major League Baseball and the Professional Golfers Association.One piece that could be particularly appealing to AT is Flurry, an analytics and advertising startup that Yahoo bought for about $300 million in 2014.
Since the acquisition, the unit has been blended with other Yahoo services -- and spawned the Yahoo Mobile Developer Suite, a set of tools to help developers analyze, grow and make money from their apps.
Despite all those e-mail users, sports fans, financial news enthusiasts, search customers and Flickr photo buffs, Yahoo has serious challenges.
This year, the Web portal will capture just 1.5 percent of the digital ad market, down from 2.1 percent in 2015, according to EMarketer Inc.Mayer has touted more than 600 million mobile users -- a valuable asset as consumers increasingly access digital services on smartphones and other portable devices, rather than desktop computers.Still, Yahoo has struggled with the transition to mobile, held back by its legacy as a web portal built in the 1990 s when PCs dominated.