Yahoo
The third feed: an old search brand whose syndicated ads have become the fallback as Google tightens its rules.
New York, USA · founded 1994 · advertising.yahooinc.com
What Yahoo does
Yahoo is one of the oldest names on the web. Funds managed by Apollo Global Management bought 90% of it from Verizon in 2021, and Verizon kept 10%. Its search results have been powered by Microsoft since the 2009 search alliance, but Yahoo still runs its own partner programme that syndicates search ads to other sites. Operators call it the yahoo feed.
Yahoo matters in arbitrage history twice over. In 2003 it bought Overture, the company that invented pay-per-click search ads and built the first large syndication network. And in 2025 and 2026, as Google shut down ads on parked domains, parking companies and feed providers turned to Yahoo as an alternative: GoDaddy's CashParking said in January 2026 that it now routes traffic between Google RSOC and Yahoo ads, and Perion told investors its search business runs primarily with Yahoo from 2026.
Yahoo is also tied to native advertising. Under a 30-year agreement that closed in January 2023, Taboola sells the native ads on Yahoo's sites and Yahoo holds a stake of just under 25% in Taboola.
How it makes money
Advertising across Yahoo's own sites, plus a share of the search-ad revenue generated by its own search pages and by syndication partners.
Where it meets invalid traffic
Syndication partners must follow Yahoo's policies on how users are acquired and how ads are shown. Perion's annual report notes that search providers such as Yahoo can change those policies on their own, which is a standing platform risk.
Products
- Yahoo Search
- Yahoo search syndication
- Yahoo DSP
- Yahoo Mail
- Yahoo Finance