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.
