Case Study: Yahoo

Abstract

In the last chapter, we examined Cork’d, a small, innovative, recent startup. In this chapter, we move on to take a look at a company that represents the other extreme on the Web: Yahoo, arguably the Web’s most visited site. Unlike many other highly visited sites, such as Google, Yahoo’s traffic comes largely from the content it publishes across a broad spectrum of sites. Yahoo is almost certainly the largest publisher on the Web in this respect.