1. The Personalized Web ExperiencePresented by Ken Fuchs Sept. 18, 2014

2. v176,000,00090,000,000+104,737,000,0001,056,684,7792,969,687,412emails sent in a daysearches on Yahoo BingTumblr posts per daytotal number of websitesinternet users in the worldin a day 3. Publisher challengesA U D I E N C EE N G A G E M E N TR E V E N U EC O N T E N TD I S C O V E R Y 4. The historyof YahooFrom a directory of links 5. to the worldslargest publisher4 5 0 MI L L ION P EOP L EWorldwide every monthon mobile and tablet(Source: Yahoo internal data)YAHOO 8 0 + MI # 1 L ION I N USP EOP L Eacross News, Finance, Real Estate and Entertainment NewscomScore Jul 2014) 6. Consumers want personalization78%want some kind of contentpersonalization 7. Yahoo homepage: beforeIf you wanted tomeasureONE THINGon this page,what would it be? 8. Number of engaged days per week Number of sessions per week Total article dwell time per week CTR Dwell time per depth Total clicksDefining target metricsLong Term(cross-session)vShort Term(within-session)vTarget(optimize at scale) 9. Personalized contentrecommendation platformContent recommendationsTarget metricto optimizeat scaleContentUser 10. CTR does not correlate with the target metricy = 1.7166x + 6.9041R = 0.024Avg. # of engaged days-0.1 0.1 0.3 0.5 0.7 0.9Binned CTR 11. Dwell time-per-depth shows strong correlationy = 0.4343x + 10.37R = 0.780616.014.012.010.08.06.04.02.00.0-2 0 2 4 6 8 10 12. Yahoo homepage: after+100%+140%lift in clicks/userlift in streamdwell time+20%lift in engageddays per user 13. YahooRecommendsModule 1 14. Yahoo RecommendsModule 2 15. Using analytics to inform content strategy 16. The power of Yahoo & Tumblr 17. Social AmplificationCONTENTLONGE V I T YEARNEDIMPACT* Simply Measured Tumblr Study 201330%of reblogs happen30 days after apost is posted60%of reblogs comedownstream offollowers 18. Thank you!