For the first time since May 2011, Yahoo holds the top spot for Internet traffic. The spot has been nearly exclusively reserved for Google, but that trend has been officially ended. The way comScore rates traffic is based on unique individual visitors to all properties that are part of the company's portfolio.
With that said, there is a lot of speculation as to why the spike in Yahoo's traffic. The most obvious guess is that Yahoo recently acquired Tumblr, however comScore claims that Tumblr is not included in July's Yahoo numbers. Another possibility is the revival of Flickr.
Whatever the correct reasoning, it would appear that Marissa Meyer's transition plan seems to be working. As I suggested when the company announced their new logo, it was time to start judging the outcome and not the plan. If this is when we begin to do just that, she has set herself up for success.
The success of increased visitors is not the success of the company, however. In reality, the success of the company is the transition from visitor to cash. As of yet, there has not been a lot of success in this arena, but there has been a lot of acquisitions to increase relevance, possibly successfully. With the increased relevance, it is possible that Meyer can sell more advertising, or the same at a higher price. That will be the true measure of Meyer's plan.
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