Yet that isn't doing much for Yahoo's revenue. In the third quarter, display revenue fell 7%, year on year, to $470 million as search revenue dropped 8% to $435 million. Only 'other revenue,' which includes royalties from Alibaba, rose 5% to $234 million. For the nine months ended Sept. 30, display and search revenue were down 10% and 9%, respectively, with other revenue up 8%.

然而这种情况对于雅虎的营收并没有起到太大作用。雅虎第三季度展示广告收入同比下降7%，至4.7亿美元，搜索业务收入下降8%，至4.35亿美元。只有包括阿里巴巴支付的许可费用在内的“其他收入”增加5%，至2.34亿美元。截至今年9月30日的九个月，展示广告和搜索业务收入分别下降10%和9%，其他收入增长8%。

Consensus estimates for 2017 suggest a slight improvement, showing display and search revenue roughly flat and up 7%, respectively. Ebitda, meanwhile, is expected to increase by a modest 3.7%. Adding more personalized user data to its Tumblr ad inventory could be one source of gains, Pivotal says. But it remains to be seen if the turnaround is real.

对2017年的一致估计显示雅虎的情况将略有好转，展示广告收入持平，搜索业务收入增长7%。与此同时，息税折旧摊销前收益预计将小幅增长3.7%。Pivotal说，雅虎在Tumblr广告目录中加入更为个性化的用户数据可能是一个收益来源。但好转能否真正实现还有待观察。

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