/// In "Seismic Shift," New COO De Castro Planning to Move Yahoo Ad Sales to Category Model (Backed Up by "Marissa Halo")
In what will be a major shift in how the Silicon Valley Internet giant sells online advertising, Yahoo’s new COO Henrique De Castro has briefed employees on a plan to move its sales organization to a “category” model, according to numerous sources close to the situation. Simply put, that means its sales reps will sell all of Yahoo’s ad products, as well as its search offerings, in a vertical process organized around big market areas such as tech or women or finance. This is how Google, where both De Castro and CEO Marissa Mayer recently worked, conducts its ad sales efforts. (After copying free food and smartphones, staff evaluation efforts and more, What Would Google Do seems to be strategery at Yahoo these days.) In contrast, Yahoo has long sold its advertising in a regional and tiered organization against premium and performance inventory in display and search. The move from regional to vertical is a “seismic shift,” said one source quite accurately.