--- title: Yahoo is betting on a clickbait powerhouse - The Hustle description: Once the internet’s biggest search engine, Yahoo eyes sports betting and stock tools. image: https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/295055627-yahoo.webp --- # Yahoo is betting on a clickbait powerhouse ![Juliet Bennett Rylah](https://53.fs1.hubspotusercontent-na1.net/hubfs/53/assets/hubspot.com/web-team/WBZ/HubSpot%20Media/Blog%202021/Images/Nav/Optimized/TheHustle_Icon_Dark.svg) [Juliet Bennett Rylah](https://hs-sbup.thehustle.co/author/juliet-bennett-rylah) [Juliet Bennett Rylah Twitter profile ](https://twitter.com/JBRylah) Published: December 02, 2022 Updated: October 11, 2023 Yahoo and its [yodel](https://thehustle.co/the-yodeler-who-sued-yahoo/) ruled the late ‘90s internet — but in the years since, it’s seen ups, downs, and a whole lot of acquisitions. So, what’s next? ![yahoo-click-bait](https://hs-sbup.thehustle.co/hs-fs/hubfs/The%20Hustle%20News/Assets/Images/295055627-yahoo.webp?width=595&height=400&name=295055627-yahoo.webp) This week, Yahoo announced a ~25% stake in ad company Taboola, [per](https://techcrunch.com/2022/11/28/yahoo-gets-25-stake-in-taboola-as-part-of-long-term-advertising-deal/) *TechCrunch*. Taboola provides [“chumbox” ads](https://en.wikipedia.org/wiki/Chumbox), the array of [sponsored clickbait](https://www.bbc.com/news/business-29322578) found across news sites. It will now [take over](https://blog.taboola.com/taboola-yahoo-native-partnership/) native advertising across Yahoo’s brands. #### **While digital ad spend is down…** … amid recession fears, Yahoo CEO Jim Lanzone believes it has “huge wind” behind it in the long term. The two companies anticipate **$1B** in annual revenue from their partnership — and they* do* have a lot of eyeballs. - Yahoo gets **~900m** monthly active users across its properties (e.g., AOL, *TechCrunch*, *Engadget*, etc.) - Taboola has partnered with **9k **publishers and reaches **500m **people daily Plus, Taboola CEO Adam Singolda has [promised](https://blog.taboola.com/taboola-yahoo-native-partnership/) to help Yahoo advertisers target consumers more effectively, including those on [Apple devices](https://thehustle.co/03302021-apple-privacy-policy/). #### **Yahoo’s making moves** In 2021, Verizon sold its media businesses, including Yahoo and AOL, to Apollo Global Management for [$5B](https://www.cnbc.com/2021/05/03/verizon-sells-yahoo-and-aol-businesses-to-apollo-for-5-billion.html). Apollo sold off some of Yahoo’s assets, and is now focusing on some interesting endeavors, [per](https://www.axios.com/2022/11/29/yahoo-eyes-stock-trading-amid-growth-push) *Axios*, such as: - Adding betting to Yahoo Sports. It already offers a [paid subscription](https://www.yahoo.com/plus/fantasy?ncid=mbr_ymptraad00000002&isrc=yahooplus-landing) for people who are really into fantasy sports - Building a “Bloomberg for retail trading” into Yahoo Finance with a suite of tools for buying and selling stock Lanzone [said](https://www.nytimes.com/2022/11/28/business/dealbook/yahoo-taboola-ads.html) Yahoo may also expand its subscription biz, which includes its premium email; invest in ecommerce; or pursue other acquisitions or partnerships. **BTW: **Remember when Yahoo had TV? We miss that “Other Space” show. 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