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5	5	= Overview =
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7		-Yahoo! Inc (now Altaba), together with its consolidated subsidiarie, is a guide to digital information discovery, focused on informing, connecting, and entertaining its users through its search, communications, and digital content products. By creating highly personalized experiences, the company help users discover the information that matters most to them around the world—on mobile or desktop.
	7	+Altaba (formerly Yahoo! Inc) (AABA), together with its consolidated subsidiaries, is a guide to digital information discovery, focused on informing, connecting, and entertaining its users through its search, communications, and digital content products. By creating highly personalized experiences, the company help users discover the information that matters most to them around the world—on mobile or desktop.
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9	9	The company create value for advertisers with a streamlined, simple advertising technology that leverages Yahoo’s data, content, and technology to connect advertisers with their target audiences. Advertisers can build their businesses through advertising to targeted audiences on its online properties and services (“Yahoo Properties”) and a distribution network of third-party entities (“Affiliates”) who integrate its advertising offerings into their websites or other offerings (“Affiliate sites”). The company's revenue is generated principally from search and display advertising.
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11		-Altaba is proud of its rich history that has evolved with the Internet, beginning in 1994 when its founders, Jerry Yang and David Filo, then graduate students at Stanford University, created Jerry and Dave’s Guide to the World Wide Web, a simple directory of websites to help people navigate the Internet. Yahoo was incorporated in 1995 and is a Delaware corporation. The company completed its initial public offering on April 12, 1996, and its stock is listed on the NASDAQ Global Select Market under the symbol “YHOO.” Yahoo is a global company headquartered in Sunnyvale, California.
	11	+Altaba is proud of its rich history that has evolved with the Internet, beginning in 1994 when its founders, Jerry Yang and David Filo, then graduate students at Stanford University, created Jerry and Dave’s Guide to the World Wide Web, a simple directory of websites to help people navigate the Internet. Yahoo was incorporated in 1995 and is a Delaware corporation. The company completed its initial public offering on April 12, 1996, and its stock was listed on the NASDAQ Global Select Market under the symbol “YHOO.”
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13	13	= Pending Sale of the Operating Business to Verizon Communications Inc. =
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77	77	Yahoo has two core advertiser products: Gemini and BrightRoll, which includes the BrightRoll Demand Side Platform and BrightRoll Exchange. Advertisers benefit from its comprehensive approach to digital advertising across search and display advertising, which includes native, video, premium, and audience ads. Gemini and BrightRoll are supported by Yahoo’s technology platform, data, and analytical tools.
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79		-=== Advertiser Products ===
	79	+== Advertiser Products ==
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81	81	Yahoo Gemini is Yahoo’s proprietary marketplace for search and native advertising across devices. Yahoo Gemini helps marketers achieve measurable results with intent-driven advertising. By leveraging Yahoo’s proprietary data, Gemini helps advertisers target the audiences they are interested in reaching across Yahoo Properties and third-party publishers and engage those audiences through search and native ads. Gemini search is focused on helping advertisers reach their target audiences at the moment the user has made a relevant search query. Gemini native ads are built to match the content that a user is exploring. By using the surrounding content to establish relevancy for targeting, Gemini native ads drive higher audience engagement and brand awareness for the advertiser.
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83	83	BrightRoll is Yahoo’s unified brand for programmatic advertising technology, offering a suite of media-agnostic tools to help advertisers, publishers, and partners connect with users across ad formats and devices. The BrightRoll Demand Side Platform (“BrightRoll DSP”) is technology that enables brand and performance advertisers to plan, execute, optimize, and measure programmatic digital advertising campaigns. The company's targeting solutions allow advertisers to reach users across Yahoo, exclusive publishing partners, and a wide variety of sites and mobile apps with the scale and efficiency of programmatic buying. BrightRoll DSP offers advertisers greater control and transparency with advanced programmatic buying capabilities and access to Yahoo’s proprietary data. Advertisers can reach the right people with custom audience definition and manage frequency on any device with independent campaign measurement and insights. The BrightRoll Exchange connects display, video, and native inventory from the top publishers and ad exchanges with demand from the top DSPs, agencies, ad networks, and advertisers. The BrightRoll Exchange delivers revenue to publishers with the goal of maximizing yield and offers buyers access to a variety of premium digital advertising inventory and unique data with the goal of enabling them to efficiently value supply.
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85		-=== Advertising Formats ===
	85	+== Advertising Formats ==
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87	87	Search Advertising. Yahoo Gemini connects advertisers with the audiences across its network, with the support of strategic account teams, reporting, analytics, and extensive campaign controls. Yahoo continues to focus on developing new search ad formats, features, and capabilities to engage users and optimize performance across devices, including click-to-call functionality, sitelink extensions, location extensions, and product ads. To provide the richest possible experience for its users, Yahoo also serves search ads from partners, including Microsoft and Google.
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109	109	Tumblr In-App Sharing allows developers to integrate a Tumblr sharing button into their app experiences to enable their users to share content directly to Tumblr without leaving their app. When a user shares content from a developer’s app, it will be posted to the user’s Tumblr blog along with a deep-link back to the developer’s app. By clicking this deep-link, users will be directed to the developer’s app, and if the user does not have the developer’s app, they will see a prompt to install it.
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111		-=== Product Development ===
	111	+= Product Development =
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114	114	Yahoo continually launches, improves, and scales products and features to meet evolving user, advertiser, and publisher needs. Most of its software products and features are developed internally. In some instances, however, the company might purchase technology and license intellectual property rights if the opportunity is strategically aligned, operationally compatible, and economically advantageous. While it may be necessary in the future to seek or renew licenses relating to various aspects of its products, the company believe based on past experience and industry practice that such licenses generally could be obtained on commercially-reasonable terms. The company believe its continuing innovation and product development are not materially dependent upon any single license or other agreement with a third-party relating to the development of its products.
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116	116	Yahoo’s product teams, which include a broad array of engineering and product talent, support a large portion of the Yahoo product portfolio and technology infrastructure. The company's product teams have expertise in web and mobile user applications, scalable software platforms, information retrieval, machine learning and science, editorial, networking/communications technologies, and presentation layer frameworks. The company take security and privacy very seriously, and continuously innovate to protect its users and their data.
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120	120	= Global Operations =
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123	123	The company manage its business geographically. The primary areas of measurement and decision-making are Americas, EMEA (Europe, Middle East, and Africa), and Asia Pacific.
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125	125	The company own a majority or 100 percent of all of these international operations (except in Australia, New Zealand, and Japan where Altaba has joint ventures and/or noncontrolling interests). The company support these businesses through a network of offices worldwide.