Kara Swisher, who writes the BoomTown segment for the Wall Street Journal's All Things Digital publication, revealed in an exclusive that the initiative will be unveiled at the Internet Advertising Bureau's MIXX conference, which is taking place during Advertising Week in New York.

 

A source who claims to have seen some of the presentation outlining the campaign, which is set to follow a keynote speech by Yahoo chief marketing officer Elisa Steele, commented: "The whole push seems to be to remind people of vibrancy of the brand and exactly how huge its reach is.

 

"It is less Yahoo is back than Yahoo has never left."

 

Several of the firm's senior executives are expected to be joining the internet marketing consultants at Advertising Week, including chief executive officer Carol Bartz and senior vice-president of global integrated marketing and brand management Penny Baldwin.