Yahoo’s display advertising revenue dropped 7% this quarter. In part this is because of more competition from Google and Facebook. The article says that Yahoo was once the biggest seller of display ads but today its share of the market will drop to under 8%. According to the ‘Times’ the market for display ads “is getting more competitive” because of advertising exchanges. This is where advertisers can buy up advertising placement from numerous web sites and this supposedly pushes down the prices that Yahoo can charge. This is good news for advertisers for now, but as the price goes down and the number of ads increases, you would expect more clutter and potentially the ads have less impact.