Internet giant Yahoo stated on March 5, 2014 that it will stop allowing users to sign into its online services by using credentials from Facebook or Google, its main competitors. The shift already started with the Yahoo Sports Tourney Pick’Em arena and will expand to all online services of the company. This also refers to the photo-sharing website Flickr.


Yahoo said, “We are moving toward requiring all users to access our service with a Yahoo username over time”. The company went on to say that the sign-in buttons for Google and Facebook will be removed from properties of Yahoo. While talking about the reason for the recent move, Yahoo said that this will be done so that the company can provide more personalized content to its visitors.

Moreover, this recent development is perceived as a strategy to better target the money-making ads. Yahoo began opposing the trend of websites accepting usernames from Facebook or Google to enable single online identities to follow users about the Internet. Marissa Mayer, the chief executive of Yahoo launched digital magazines which are part of the company’s effort to revitalize the brand and to be part of daily internet habits of users.

Industry trackers revealed that Facebook surpassed Yahoo in 2013 as the second-place digital ad seller in the United States.

Photo Credits: Ananova


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