Clinging To Relevance, Yahoo Prevents Ad Block Users From Checking Yahoo Mail

from the ingenious-strategy dept

Yahoo's been struggling for some time under the leadership of Marissa Mayer to become as relevant in the advertising and content space as contemporaries like Google and Facebook. By and large these efforts have not been going particularly well, with the mood inside the company supposedly "grim and contentious," employees frustrated with a lack of direction, heavy often-senseless micromanagement, and a "lack of a coherent strategy." A growing movement from both inside and outside of Yahoo to replace Mayer has gained momentum.

So as the company struggles for relevance this week in the face of users, employees and investors, somebody at the company apparently thought it would be a great idea to annoy a huge swath of the company's userbase. According to a growing number of Ad Block users, Yahooers this week were met with a message scolding them for using ad blocking technology and preventing them from accessing their mail through the website:
When I asked the company to confirm that this was indeed a new, ingenious business strategy, I was told it was part of a "test" for the company:
"At Yahoo, we are continually developing and testing new product experiences. This is a test we're running for a small number of Yahoo Mail users in the U.S."
Really? You're barely clinging to relevance and you think it's a great idea to begin alienating the remaining customers that haven't fled to gmail? As we've noted many, many times, there are numerous answers to dealing with ad blocking, from designing less annoying ads, to developing new business models, to giving users more control. Instead, some websites have tried to dictate to consumers what they should do with their own browsers, and in some instances punished site visitors for even talking about ad blocking whatsoever. In Yahoo's case, the decision had the expected result. It started to drive users away:
Perhaps we're all missing some subtle nuance of the plan, and Mayer somehow hopes to make Yahoo more relevant -- via the power of annoyance?

Filed Under: ad block, ad blocking, email, yahoo mail
Companies: yahoo

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  1. identicon
    Anonymous Coward, 25 Nov 2015 @ 12:20pm

    Re: Evil did win.

    But of course, if she does get ousted due to a no-confidence vote, she'll pull out the Kleenex and cry "sexism" just like Ellen Pao did.

    All this "leaning in" by incompetent executives who just happen to be female isn't doing much for the "movement." Then again, the Three Stooges who replaced Pao at Reddit have gutted the site even worse than she ever did during the summer purge.

    The Disneyfication of Reddit to attract VCs and left-leaning celebrity Q&A clientele is reminiscent of Giuliani's fascist sweep of Times Square to get (tada!) DISNEY to invest in it and make New York the happiest little corporate-sanitized paradise on earth. This only makes Pao look like even more of an idiot, because she never saw the blindside coming.

    But of course, all examples of bad management by quota hires can be chalked up to sexism or racism or cisgenderism or some other inane gripe from the perpetually offended identity-politics cohort. Just like ISIS isn't Islamic, Mayer and Pao's incompetence can only be because the Women Haters' Club in tech wants to ensure that the glass ceiling is made of concrete, right?

    I'm a female who quit Reddit after the PC purge and ditched Yahoo years ago, and I think they're both pathetic.

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