“Yahoo is investing passionately in the developer ecosystem to improve the quality and the monetization of our partner applications,” Mayer said.
The jury is still arguably out, however, considering that Yahoo is competing with Facebook and Twitter for love from the dev community.
On the video side, Mayer said that Yahoo demographic and behavioral data has been integrated into the BrightRoll marketplace, along with Yahoo-owned and -operated video inventory.
But Yahoo had a somewhat sadder tale to tell in terms of programmatic, which saw what Mayer called “steep declines” YoY in both premium and programmatic PC advertising, which accelerated in Q4 2014, continuing into Q1.
“We have seen more than $100 million in decline each quarter [and] our premium advertising declined 40% year over year, mostly due to the decline in sales booked directly to our properties,” Mayer said. “Audience declined 19% year over year due to lower prices paid per ad through programmatic pricing. We continue to do everything we can to stabilize and slow this decline.”
To offset the dip, Mayer is placing most of her hope into three baskets: mobile, native and video. She also pointed to Yahoo Ad Manager Plus, a self-serve tool that clients can use to manage their Yahoo native and display campaigns, as “an important element in modernizing our legacy PC display business and creating continuity with MaVeNS.”
Gemini, Yahoo’s native ad marketplace, is also key to that vision. Yahoo saw around $110 million in revenue from native as sold on Gemini in Q1 2015, compared to the $250 million Yahoo brought in from native on Gemini in all of 2014.
Although Mayer said Yahoo hasn’t quantified how many advertisers are participating in its Gemini ecosystem, she noted that “we certainly have thousands.”
“It implies a vibrant marketplace. Our native ads, of course, are foundational to our mobile monetization,” Mayer said, noting that CPC and CPM pricing on the platform is up, a trend she sees continuing throughout the year.
But the programmatic sector is not faring as well, Mayer admitted, pointing to “pricing pressure."
That said, Mayer asked the investor community to focus on the positives.
“We know we have more to do, but with your support, we will return this iconic company to greatness and growth,” she said. “And we are closer than we’ve ever been to realizing that renaissance.”