Rob Wilk, CRO of Yahoo, joined me in Cannes for TRB Conversations, powered by EX.CO, to make the case that 30-year-old Yahoo is in the middle of a genuine business turnaround, not a nostalgia play.

Rob breaks down Yahoo's first-party data advantage across search, email, and content (with 75% of users logged in), why he calls competitors' data "a fish stew" of third-party signals, and how that data now powers Yahoo Scout — the company's first new search product in 17 years, built using a rented LLM alongside Bing's grounding API and Yahoo's own first-party data.

Chapters:

• 00:00 EX.CO Spot

• 00:34 Intro

• 01:11 Welcome

• 02:55 First Party Data Edge

• 06:12 Portal to AI Era

• 08:46 Yahoo Scout Search Return

• 11:44 Creators and Brand Deals

• 14:27 Cannes Memory Lane