Websites using Oath

Okay, let s break down Oath (now part of Yahoo) in terms of its overview, revenue, alternatives, pricing, and customer care. Keep in mind that Oath as a distinct entity doesn t exist anymore, but its products and services have been absorbed into Yahoo, a division of Apollo Global Management. We ll focus on that current context.

Overview of the Former Oath (Now Yahoo/Apollo)

• What was Oath? Oath was formed in 2017 by Verizon through the merger of AOL and Yahoo. The goal was to create a digital media and advertising powerhouse. While it had some initial promise, it struggled to compete with tech giants like Google and Facebook.
• Transition to Yahoo: In 2021, Verizon sold its media division (including Oath assets) to Apollo Global Management, which rebranded the remaining parts under the Yahoo umbrella.
• What Remains: Key elements from the former Oath that are now part of Yahoo include:
  • Yahoo Ad Platforms: This is the core of the business, including advertising tools for search, native, display, and video ads. It incorporates technologies from both AOL and Yahoo.
  • Yahoo DSP (Demand-Side Platform): Used by advertisers to buy ad inventory programmatically across the web.
  • Yahoo SSP (Supply-Side Platform): Used by publishers to sell their ad inventory.
  • Yahoo Native & Content: Includes native advertising solutions and content platforms (like Yahoo News, Yahoo Finance, etc.).
  • Various Technology Products: Includes analytics, data solutions, and other technologies used in digital marketing.

Revenue

• Historical Context: Oath struggled to achieve the revenue goals set by Verizon. While it had vast reach with the combined AOL and Yahoo audiences, it faced challenges in effective ad monetization.
• Current Situation (Yahoo): Yahoo, under Apollo, no longer publishes specific figures for these legacy components. It s now focused on integrated financials.
• Key Revenue Drivers:
  • Digital Advertising: The majority of Yahoo s revenue comes from selling advertising space and services across its network.
  • Commerce & Subscriptions: Yahoo offers some e-commerce, premium subscriptions, and related activities that contribute.

Alternatives

The competitive landscape for Yahoo s advertising and media offerings is very crowded. Here are some significant alternatives, grouped by area:

• Search Advertising:
  • Google Ads: The dominant player in search advertising.
  • Microsoft Advertising (Bing Ads): Another major player, often used in combination with Google.
  • DuckDuckGo: Focuses on privacy-centric search.
• Display & Programmatic Advertising:
  • Google Display Network: Extensive reach, advanced targeting capabilities.
  • Google DV360: A demand-side platform.
  • The Trade Desk: A popular independent DSP.
  • Amazon Advertising: Growing display ad presence.
  • Social Media Ads (Meta, TikTok, etc.): Significant reach with strong targeting options.
• Native Advertising:
  • Outbrain: A popular platform focused on content recommendation.
  • Taboola: Another strong player in content discovery.
• Content Platforms:
  • Google News: A major news aggregation and content source.
  • Apple News: Another widely used news platform.
  • Various Publisher Networks: Specific news outlets and websites.

Pricing

Pricing models for Yahoo s products, especially advertising services, are varied and can include:

• Cost-Per-Click (CPC): Pay only when someone clicks on your ad.
• Cost-Per-Mille (CPM): Pay for every thousand impressions.
• Cost-Per-Acquisition (CPA): Pay only when a specific action is taken (e.g., purchase, signup).
• Programmatic Bidding (Real-Time Bidding): Advertisers bid on ad impressions in real-time through the Yahoo DSP.
• Managed Services Fees: Some advertisers work with Yahoo directly and pay fees for managed campaigns.

Note: Specific pricing depends on factors like target audience, campaign goals, ad format, competition, and budget.

Customer Care

Yahoo provides customer care through various channels, although experiences can be mixed:

• Online Help Center: Comprehensive documentation, FAQs, and troubleshooting guides.
• Community Forums: Places where users can ask questions and engage with other users.
• Email Support: For specific issues, a contact form allows you to send in questions or requests.
• Limited Phone Support: Generally limited or prioritized for specific customer tiers, such as direct clients or higher-tier managed services accounts.
• Account Managers: Larger or strategic advertisers may have dedicated account managers assigned to them.

Challenges with Customer Care:

• Difficulty Reaching Live Agents: Often, resolving complex issues can be cumbersome.
• Varied Response Times: Wait times for responses can vary depending on the channel and the complexity of the issue.
• Account Resolution: Some users have experienced issues with account recovery and access.

Key Takeaways

• Oath is no more: It s now part of Yahoo under Apollo ownership.
• Advertising focus: The core of the business lies in digital advertising, using the integrated technologies and platforms from the former AOL/Yahoo.
• Intense Competition: Yahoo faces very tough competition across all sectors it operates in.
• Pricing varies: Pricing models are based on various factors such as ad types and targeting.
• Customer care can be mixed: While they offer support channels, many users report issues with the efficiency of their support.

For those looking to use Yahoo s ad services or content platforms, it s important to research the alternatives, thoroughly understand their pricing, and be prepared to use a combination of self-service and available customer support to navigate issues.