Yahoo was done in by arrogance

Company's inability to grow revenue can be traced to inflexibility with advertisers

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and Gap Inc."

Yahoo ad executives are in full outreach mode these days, Atkinson tells the WSJ, promising that they are "willing to do what we have to do to win the business." The trouble, as far as many advertisers are concerned, is that it's too late.

While [Atkinson's] advertiser clients still view Yahoo as a way to reach and target "enormous audiences," it's no longer a "must-buy."

It's hard to see how Yahoo can once again become a "must buy." Right now it's more of a "must sell." And that's not going to get any easier as the company continues its downward spiral.

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