Skip to content
Subscriber Only

Yahoo Set to Pass Twitter in U.S. Mobile Ads After Mayer Revamp

Yahoo! Inc. is poised to surpass Twitter Inc. next year to become the third-biggest company in U.S. mobile advertising, bolstering a key part of Chief Executive Officer Marissa Mayer’s turnaround effort.

Underlying the market-share increase is a meeting that Mayer held in early 2013 at a graffiti-decorated conference room at Yahoo’s Sunnyvale, California, headquarters. There, the CEO challenged a team of employees to create a new ad feature that would run across mobile devices and desktop personal computers - - and gave them 45 days to complete it.