Yahoo is on a mission. Last week saw the acquisition of Tumblr for over a billion dollars. In March, it purchased an app, Summly, from a Wimbledon schoolboy for $40 million. This week, whispers are rife within Silicon Valley that it is a lining up another colossal bid for hot tech property, Hulu. Rumours are that it’s prepared to pay a staggering $800m for the service which allows you to stream films and TV series.
Many theories have been put forward for Yahoo’s sudden glut of activity – the ability to buy data, the fact they will get better insights into their audiences and can target them better – and all have valid reasoning. But I think there is another reason that Yahoo is making these purchases – image.