The ad headache for Yahoo's Mayer

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.

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 the company charges per ad slid 12 per cent 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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