According to Scott Fulton, the recent Blue Lithium acquisition might be Yahoo's way of closing the analytics gap to Google. Scott thoughts are very interesting and from the impression I had from various Yahoo events, I think he is pretty close with most of his
Yahoo finally stopped copying Google and instead goes it's own way: Yahoo has a huge portal with massive content, but it seemed that they
never focused on increasing the ROI for it's content. Blue Lithium seems to be the right partner to monetize this content and their recent
study shows interesting results:
1. Ads on non-user generated content (non-UGC) sites perform better than UGC sites. 2. UGC sites provide a greater bang for the buck 3. Non-UGC comScore 250 sites provide the best performance, with a comparable bang for the buck as compared to UGC.