My sense is they weren't going after the digital ad buyers who use Facebook and Google - they were competing against the television and billboard buyers like P&

My sense is they weren't going after the digital ad buyers who use Facebook and Google - they were competing against the television and billboard buyers like P&G. This was consistent with Yahoo's move towards video content. It was a real strategy in the sense that they had a target market, made choices on what not to do, and went for their target. Of course the strategy flopped, but that's another story.