Yahoo's global search advertising revenues are declining at an even faster pace. In 2015, the company's share of this market was 2.1%. This year, that figure will drop to 1.5%. In the near future, Yahoo will continue to lose its share in the contextual advertising segment.
Meanwhile, other players, including Google, Baidu, Microsoft and Sohu, will increase their revenues.
Yahoo's share of the global media advertising market is also declining. In 2015 it was 2.4%, in 2016 it will drop to 1.8%.
Analysts at eMarketer note that the recent scandals involving the company will contribute to a further decline in Yahoo's media advertising revenue.
The main core of Yahoo's user base consists of email clients. The data leak of 500 million accounts and suspicions of the company's co-operation with intelligence services undermined the trust of users and advertisers in Yahoo.
So far, there is still a slowdown in growth figures for Yahoo's key business area, MaVeNS (mobile, video and native advertising).
In the US, the company has a larger share of the online advertising market than globally. In 2015 it was 4.2%, in 2016 it will shrink to 3.1%.
Yahoo's share of the US media advertising market will be 3.5% this year and 3.1% in the search advertising market.
Source: www.rup.com.ua
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