Yahoo delivers personalized content to 92 million users in Europe through investments in technology and editorial teams. The Yahoo Publishing Platform allows local editorial teams to quickly publish content about breaking news and events. This platform has led to increases in page views and time spent on sites like Yahoo Movies in Italy and Yahoo News across Europe. Yahoo also uses its C.O.R.E. technology to personalize content for each user based on their interests, delivering over 35 personalized stories per day to each market. This personalized content has increased click-through rates on Yahoo's homepage and engagement with its content.

1. In My Own Words: Delivering Compelling Content
Across Europe
I’m pretty sure you will have heard many times before, but it’s true, in the internet
and media world: content is king.
It sounds simple, but what this statement doesn’t do is capture the innovation,
the passion and the strives in technology which help Yahoo! deliver the most
relevant content to 92 million users in Europe alone by a combining unique
technology with human expertise.
First off, you may ask who am I? I am Noelia Fernández Arroyo, VP, Head of
Audience in EMEA. I’ve been at Yahoo! for over 13 years. Jerry and the team
initially hired me to launch Yahoo! Spain back in 1998. I joined the company
because it had the ambition to improve the World through great technology and
services, with editorial at the core and you know what, the principle still remains
the same today. Yes, I’ve seen changes and have experienced challenges but I
firmly believe in Yahoo!’s commitment and passion to create deeply personal
experiences on the Web. Yahoo!’s passion, is my passion.
To that point, we have been investing in the right areas and focusing where we
can win, and where we are winning! Did you know in Europe’s five largest
markets Yahoo! reaches 92 million people, up over 7 million or 9% year on year
against a market growth of 2% and we’re ranked number one or two in five
categories across Europe: News, Finance, Sport, Flickr and Answers. We are in

2. a unique position where we can leverage our innovation and technology with our
European users to deliver compelling content to a mass audience, every day.
We have the best technology combined with talented, global editorial teams who
help us turn around events and news that people care about on a global basis.
Let me give you an example, the London riots were big news here in Europe, as
it was globally. We were seeing a lot of activity on the streets, which was both
prolific and sensitive in nature. The flexibility of the global publishing platform
allowed our News and Front Page teams to respond quickly to create around the
clock coverage and exclusive content in real time and through people’s own
eyes. Interestingly, in August, the UK video streams rocketed by 191% on
Yahoo! News showing the demand and consumption of rich content in parallel to
news stories.
So, how do we do this?
Firstly, we keep investing strongly in our new global content publishing platform.
It’s called the Yahoo! Publishing Platform. It’s global but puts power in the hands
of local teams here in Europe working for local audiences; it allows us to act
much faster to world events and activities and provides a platform for easy
integration of rich video content.
So what does the Yahoo! Publishing Platform actually mean for the life of our
Editors in Europe?
- In Italy, where Yahoo! Movies is on the Yahoo! Publishing Platform, it took just
one hour to create recent coverage of the Cannes Movies Festival which
delivered double the performance from the previous year
- We can create and publish original content easily and quickly: in Yahoo! omg!
alone we publish over 35 original stories per day unique to Yahoo!
- The Yahoo! Publishing Platform recently launched for Yahoo! Video, Lifestyle
and News. A combination of coverage of key events using the new platform led
to a 20% increase in Yahoo! News page views in Europe[iv]
- omg from Yahoo! has also launched in Germany, Italy, Spain and the UK
- Yahoo! Movies in Italy launched onto the platform leading to a 60% increase in
page views
- So far we have launched 95 products already onto the Yahoo! Publishing
Platform
Through our science and technology, we can make informed decisions, based on
scientific data rather than predictions and estimations. It allows the editors I work

3. with to get ahead of the game and be first with the right content. This is where
C.O.R.E. (Content Optimization and Relevance Engine) comes in, a technology
that was developed by Yahoo! Labs a couple of years ago. Sophisticated
algorithms and machine learning technology, combined with human expertise
allows us to carry out deep personalization to our 674 million users globally and
92 million in Europe.
Did you know?
- Our Editorial team appropriately delivers on average, 35 stories per week day,
per market, targeted to our users individual interests based on our own
technology
- Yahoo! personalizes 2.2 billion content module experiences on our pages per
day
- We show 13 million personalized homepage versions per day and the click
through rate in the Yahoo! Magazine on the frontpage has increased by more
than 700% in Europe as a result of this technology
So you can see why I am committed, focused and excited to be a Yahoo! and
this is just a taste of what we are currently doing here in Europe. I know we have
plenty of innovation and new products up our sleeves over the coming months,
so watch this space!
Gracias and keep up the purple!
Noelia Fernandez Arroyo
Proud to be a Yahoo!