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24/7 Wall St.: 10 Brands That Lost the Most Value

5. Yahoo!

Pct. brand value decline: 13%

Brand value: $3.9 billion (97th)

Parent company: Yahoo Inc. (NASDAQ: YHOO)

1-yr. change in revenue: -10.6%

Industry: Internet services

In the past year, news stories about Yahoo! have centered around the firing of its foul-mouthed chief executive and the dismissal of her replacement due to discrepancies in his resume. Although the company looks to have finally found a CEO who can last long-term in Marissa Mayer, a change in Yahoo!’s fortunes will not come easily. Over the past several years the company has increasingly lost its share of the display ad market to Google Inc. (NASDAQ: GOOG) and Facebook Inc. (NASDAQ: FB). EMarketer now predicts that Yahoo! will have 9.3% of the web’s display ad revenue in 2012, below Google’s 15.4% and Facebook’s 14.4%. In 2011, Yahoo!’s share of display ad revenue was 11%, down from 14% in 2010, when it brought in more display ad revenue than any other web property. Nevertheless, Mayer is looking to make Yahoo! into a more mobile company, where it can begin to gain back revenue through smartphones and tablets.

(AP Photo/Paul Sakuma)

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The opinions expressed are solely those of the author and do not necessarily reflect the views of Comcast.

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