Yahoo Offers Tailored Content Service to External Sites

Yahoo! Inc. wants to help other websites better tailor their content -- and in the process generate more user data and ad sales.

Yahoo Recommends is a software program that enables companies to generate personalized online content for their users on mobile devices and desktop computers, Mike Kerns, a senior vice president for the Web portal, said in a telephone interview.

The service, which will include use of a Yahoo advertising platform, will help the Sunnyvale, California-based company to learn more about what’s popular across the Web so it can better personalize its own content, said Kerns.

“We’re looking to bring technology that we’ve been investing in over the years for ourselves to partners -- to help them potentially get the right content to the right user,” Kerns said.

Initial clients include CBS Interactive Inc., Hearst Corp., and Vox Media Inc., the blogging service, according to Kerns.

Yahoo, struggling for sales growth, has been developing new services and data to bolster its advertising revenue as it looks to better compete against rivals such as Google Inc. and Facebook Inc.

The company is set to get an $8 billion windfall from the sale of stock in Alibaba Group Holding Ltd., the Chinese e-commerce company that’s going public. Yahoo is selling 121.7 million shares and retaining a 16.3 percent stake.

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