How Yahoo is experimenting with platforms and partnerships to grow its audience

Yahoo is on a mission to drive brand affinity across its portfolio by turning casual readers into fanatics who are willing to spend money with the media company.

That strategy has led the company to experiment with new mediums and types of content, as well as new innovative partnerships, said Joanna Lambert, head of consumer at Yahoo. In the latest episode of the Digiday Podcast, she said she wants to reach 900 million monthly, paying users by further enticing them with shoppable videos, online sports betting partnerships, cross-brand content offerings, and more.

Lambert and her team now has more to work with: in May, Verizon Media was sold to private equity firm Apollo for $5 billion, in a deal that would make the suite of brands — including the Yahoo portfolio, Techcrunch, Engadget, In The Know and others — renamed to Yahoo. This deal has yet to close, so Lambert did not speak much about it, but did say that as a remaining 10% stakeholder in the new media company, Verizon will remain a partner on 5G projects, which has been a large focus for innovation, she said.