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Carol Bartz

Why Yahoo Has to Bet Big on Search

Last July, I said the only thing Marissa Mayer hadn't changed since becoming chief executive at Yahoo (NASDAQ:YHOO) was the logo. Two months later, she changed that, too.After overhauling all of Yahoo's key properties, acquiring dozens of Internet firms, and breathing new life into one of the most beat-down companies in tech history, what does Mayer have to show for it? Far less than she'd hoped.Sure, the stock has had an impressive run, but that's almost entirely due to co-founder and former CEO Jerry Yang's strategic investments in Chinese e-commerce giant Alibaba and Yahoo Japan.And while Internet traffic at some of Yahoo's sites is up, revenue from its core business – search and display advertising – are heading in the opposite direction. And it doesn't help one bit that competitors Google (NASDAQ:GOOG) and Facebook (NASDAQ:FB) are showing impressive gains, particularly in mobile.A few weeks ago, Mayer fired the guy she handpicked to reinvigorate ad sales, COO Henrique De Castro. T...

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