Yahoo! Revenue Model: Search Advertising
In part 1 of this advanced modeling tutorial, you’ll learn how to estimate Yahoo’s search advertising revenue by building a tops-down model that uses the total market size and Yahoo’s market share to calculate revenue.
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Excel Files:
Links & Other Resources:
- Yahoo! 2007 10-K
- Yahoo! Investor Presentation
- Yahoo! – Morgan Stanley Equity Research
- December 2007 Comscore Search Data
- August 2007 Comscore Search Data
Hey there,
In this lesson, you’re going to learn all about revenue models for companies and how we can begin creating one for Yahoo.
We’ll be using their own 10-K filing, an investor presentation, and equity research from Morgan Stanley to make our estimates – and in this first video, you’ll learn how to create a tops-down model to estimate their revenue from Search Advertising.
You can follow along using the “Before” Excel file above and then check your work with the “After” Excel file.
Coming up next, you’ll learn how to estimate Yahoo’s Display Advertising revenue using a bottoms-up model.
-Brian
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