MARKETING TV: Yahoo to invest in staff & tech

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Yahoo will invest in more staff and better technology as it drives to become more locally relevant to users, one of the advantages of its proposed deal with Microsoft which Yahoo expects to be approved.

Jeff Russakow, Yahoo's executive vice president of customer advocacy, spoke to Marketing TV about the hurdles surrounding the Microsoft partnership and about further potential deals between the two companies in the future. Russakow also spoke about the lack of a reaction from Google to the new search advertising tie-up.

The deal between Yahoo and Microsoft requires the approval of US, European and Asian anti-competition bodies, and Yahoo has stated that it expects users will not see any significant changes for two to two and a half years.

As part of Yahoo's plan to grow to one billion users worldwide it will invest in editorial staff and technology to ensure it has relevant local content. Russakow said part of the $500 million Yahoo will save through the Microsoft deal will go on investing in technology and employees.

"We want our users to have the best," he said.

Russakow said Yahoo's goal is to become the "most personally relevant and local site worldwide".

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