Yahoo Gemini

Yahoo's proprietary self-serve ad platform that held a secondary position in the U.S. search advertising market behind Google and Microsoft, with a differentiated native advertising offering across Yahoo's owned properties.

Yahoo Gemini was Yahoo's self-serve advertising platform, launched in 2014 to unify native and search advertising in a single interface. It allowed advertisers to run search ads across Yahoo's owned-and-operated properties alongside native ad placements across Yahoo's content network, offering a streamlined buying experience for brands and agencies seeking access to Yahoo's substantial audience. At its peak, Yahoo Gemini served as a meaningful alternative to Google and Bing for search advertisers, particularly given Yahoo's historically significant share of U.S. search traffic through its partnership with Microsoft Bing. The platform underwent significant changes following Verizon's acquisition of Yahoo in 2017 and the subsequent formation of Oath (later Verizon Media, then Yahoo Inc. after its sale to Apollo Global Management in 2021). Yahoo Gemini remained a key advertising product through these ownership transitions, but its strategic relevance diminished as Yahoo's search market share declined and the broader AdTech landscape consolidated. In November 2022, Yahoo announced a major partnership with Taboola to power its native advertising business, which set the stage for Gemini's eventual wind-down. Yahoo Gemini was officially sunset on April 30, 2023. Its native advertising capabilities were transitioned to Yahoo Native, powered by the Taboola partnership, while its search advertising functionality was redirected to Microsoft Advertising (formerly Bing Ads), which had long been the underlying search infrastructure for Yahoo's paid search results. Advertisers were encouraged to migrate their campaigns to these successor platforms, effectively ending Gemini's nearly decade-long run as a standalone unified advertising destination.

• 2014Founded
• —Defunct