Close

CMO.com by Adobe delivers marketing insights, expertise, and inspiration for and by marketing leaders—all aimed at helping CMOs and senior marketers lead their brands in this new digital world. To help marketers stay informed and save time, CMO.com features curated content from more than 150 leading sources, in addition to original content from thought leaders at Adobe and across the industry.

Adobe is the global leader in digital marketing and digital media solutions. To learn more about how Adobe helps marketers make, manage, measure, and monetize digital content across every channel and screen, visit:

Visit Adobe.com  Adobe Marketing Cloud

Welcome ,Sign Out

Insight/ Online Media

Yahoo's Missed Opportunity: The Social Web

As far as I can tell, Yahoo did a lease/sale deal with Microsoft, thereby exiting the growing online search business to focus on the fragmented, super-competitive, online media business. Yahoo CEO Carol Bartz and her advisors said they could not marshal the capital to fight against the billions in R&D that Microsoft and Google were spending and planning to spend on search. Yahoo's mistake is that they want to fight the last war—traditional search and traditional "portal" control. What the Yahoo executives missed is that the hottest part of the internet—the social web—takes tiny amounts of capital and is garnering a lion's share of the incremental growth in attention.

Read full story »