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Yahoo Makes Advertising Easier, but Can It Make It Better?

Yahoo AdvertisingTaking a hiatus from her recent spending spree, Yahoo CEO Marissa Mayer used her CES platform to announce a rebranding of Yahoo’s various advertising products.

The new “Yahoo Advertising” brand has already won me over by not insisting we call it “Yahoo! Advertising”–boy those exclamation marks get old. As part of the rebrand, Yahoo is bringing together all of its advertising platforms under one umbrella–although it appears not all umbrellas will be the same.

First we have…

These new native and display ads are now available to large and small advertisers through a new simplified platform, Yahoo Ad Manager. Yahoo Ad Manager gives advertisers direct, hands-on access to Yahoo’s advertising products. Yahoo Stream Ads, Yahoo Image Ads and Tumblr Sponsored Posts powered by Yahoo Advertising are available today through a simple user interface that helps advertisers get ads online in a matter of minutes, with insights and analytics built in.

Those with big bucks will get…

Yahoo Ad Manager Plus is an extension of Yahoo Ad Manager for larger advertisers to plan, execute and optimize complex display ad campaigns directly, giving them greater control over the performance of their ads on Yahoo and third-party programmatic inventory.

This all sounds so exciting, but the real question is whether Yahoo’s ads can deliver. To help boost its network, Yahoo is adding Tumblr sponsored posts, and launching two new “digital magazines” in the food and technology space.

Mayer knows how to get boatloads of attention and has been on an acquisition tear. Now she just needs to get the company making more money. Something she hopes this unification of Yahoo’s advertising products will accomplish.