Plunging ad prices underscore doubts over Yahoo turnaround plan

Marissa Mayer, President and CEO of Yahoo, answers questions during the Reuters Global Technology Summit in the Thomson Reuters offices in San Francisco, California, June 20, 2013. REUTERS/Beck DiefenbachBy Alexei Oreskovic SAN FRANCISCO (Reuters) – Marissa Mayer's plan to resuscitate Yahoo seems a simple one: get back the eyeballs, sell more ads and charge higher prices. But the chief executive's plan seems to have run into a major snag. The price the company charges per ad slid 12 percent in the April to June period, six times the decline just a quarter ago – a fall that some say highlights how Yahoo has been caught unprepared for the industry shift to automated, programmatic ad buying. …

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