When Yahoo introduced native advertising in April , CEO Marissa Mayer boasted that its new in-stream ads would be "every bit as personalized and engaging" as the editorial content around them.
http://www.adweek.com/news/technology/yahoo-s-new-stream-ads-are-dominated-direct-response-marketing-152779
http://www.adweek.com/news/technology/yahoo-s-new-stream-ads-are-dominated-direct-response-marketing-152779
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