A Look at Yahoo’s Effort to Bring Brand Advertising Online

I haven’t had a chance yet to read the new Fortune article: Yahoo’s Brilliant Solution, by Fred Volgelstein. However, I thought this five page look at Yahoo’s efforts to bring brand advertising online was worthy of your immediate attention.

It’s been easy for most people to overlook the media and advertising juggernaut that Terry Semel, Yahoo’s CEO, has assembled since he arrived from Hollywood four years ago. That’s partly because Semel makes himself easy to overlook. He’s not a showman like Apple’s Steve Jobs or a high-tech rock star like Google’s Larry Page or Sergey Brin. In fact, he seems to work hard at being bland. Listen to him theorize about the online revolution: “The great part about the Internet of all the existing mediums from before is that it’s the first one that is truly global, and its impact is massive.” Caffeine, anyone?

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