Media buying light blogging Tumblr Marissa Mayer served as Chief Executive of Yahoo's biggest acquisition, but it now appears that the deal is more and more like she made a big mistake. Yahoo's fourth-quarter earnings in a press release published on Tuesday an important data hidden: after some investment value again, Yahoo down $4.5 billion investment.
Is funded by writedowns business including light Tumblr blog. Yahoo said: "we found after re-evaluation, United States, Canada, Europe, Latin America, and Tumblr reported book value exceeds the actual value of their expected.
” Yahoo said during the earnings call, Tumblr has been down the value of $230 million.
Acquisition of Tumblr is regarded as Marissa Mayer core initiatives of its growth strategy, the writedown is definitely not a good sign. In 2013, the Yahoo for $1 billion cash acquisition of Tumblr. When Tumblr has 300 million monthly active users, which is equivalent to Yahoo spent $3 for each user. Marissa Mayer hope Tumblr can bring vitality to struggling companies, while increasing revenue and drive traffic. Marissa Mayer is expected, Tumblr will allow Yahoo users to ascend immediately 50% to 1 billion.
But it wasn't until October 2014, that is, to buy Tumblr18 a month later, Yahoo users will reach 1 billion, but that figure has been questioned. Allegedly, Marissa Mayer has adjusted its Yahoo past statistic method of the desk and the number of mobile users. In reporting the number of users reaches 1 billion, Yahoo is using a new statistical standards that have not been disclosed, and since then has not updated that number.
According to market research firm comScore data, February 2013 to October 2015, Yahoo United States number of mobile and desktop users did not change. Marissa Mayer is still expected in October 2014, Tumblr will be in 2015, creating $100 million revenue for Yahoo. She admitted on Tuesday that Tumblr does not achieve this goal.
Marissa Mayer on the earnings call: "in 2015, our revenue growth is slower than initially expected, plus sales adjustments, Tumblr does not achieve the goal of creating $100 million revenue." However, although Yahoo began to explore new strategic choices, job cuts and the sale of funding, but haven't given up on Tumblr. Marissa Mayer says, Tumblr's primary task is to maintain growth, "our Tumblr is pleased with the progress made in terms of user engagement, more than 80% daily active users from mobile".
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