Yahoo!’s advertising sales force is to undergo some radical changes as part of a new strategy from the ad team’s new leader, COO Henrique de Castro.

Taking influence from the business setup at his former company Google, de Castro is set to ring the changes just in time for the firm’s annual sale conference in Las Vegas on January 21.

The firm will be changing its sale organisation to a category model in a similar fashion to that of Google. This involves selling its ad products and search offerings across various channels divided into advertiser segments such as entertainment or packaged goods.

This was previously done in a regional and tiered organisation.

With Yahoo! making the vast bulk of its money through advertising, this shakeup could potentially see the firm’s financial performance hit in the short-term, as the firm, and people using the search engine for SEO and Internet marketing, get to grips with the new system.

De Castro was hired back in October last year, having previously worked alongside Yahoo!’s CEO Marissa Mayer at Google.

Yahoo! was originally one of the leaders in regards to search and email offerings but has struggled of late with Mayer the third person to take the firm’s CEO role in the space of a year, in what proved to be somewhat of a turbulent year for the company. Since taking over, Mayer has suggested a shift into mobile would play a prominent part in the firm’s future strategies.

Despite all this, Yahoo! still ranks globally as a top Internet destination with over 700 million users still visiting its website each month.

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