Reading List: David Kenny Won’t be Saving Yahoo

Each day we provide a roundup of five stories from around the Web that our editors read and found noteworthy. Follow us on Twitter for updates throughout the day @digiday.

Yahoo’s CEO Won’t Be David Kenny: After much speculation, outgoing Akamai president and former Digitas CEO David Kenny said he’s not going to be the next Yahoo CEO. He sits on the board at the company, has deep experience in tech and media, once led a publicly traded company, and seemed the ideal candidate to right the ship at Yahoo. But Kenny told Ad Age that his interests lie elsewhere. It raises the question of where Yahoo will turn for its next leader. The most likely candidate is someone with strong ties to private equity who could ready the company for carving up. Advertising Age — Brian Morrissey @bmorrissey

What Long Tail?: Here’s some slightly depressing news if you’re a Web video ad network or an original video producer: 70 percent of Web video ad dollars in 2011 will go to broadcast and cable networks’ Web ventures, according to media analyst Jack Myers. Things will get more evenly distributed by 2015, when only half of the online video ad budget will flow to TV companies. But for all of the promise that original Web video series hold and for the massive reach that ad networks can offer, advertisers are mostly just looking for TV shows on a different platform, which is exactly why YouTube is trying to get in bed with big-name, brand-friendly talent. And that’s exactly why YouTube might have a tough time. Jack Myers — Mike Shields @digitalshields

The Shopping Spree Continues: Yahoo’s purchase of Interclick for $270 million isn’t just one more expensive bauble that the company wanted to add to its shelves for vanity purposes.Yahoo knows that the efficacy of its ad-targeting tech will determine whether its content-rich homepage asset becomes another valuable item that has yet to reach its potential or the lynchpin of a corporate turnaround. That said, Yahoo’s efforts to shake its negative press can only succeed when the company itself manages to make cash and not just data-smart content. WSJ –Carla Rover @carlarover

Groupon’s Life Story: Piling on Groupon has become something of a blood sport. But this interesting profile of the company’s birth and growth sheds light on some lesser-known details of the behemoth’s development as well as how it arrived at its current, slightly disheveled state. For instance, when the company turned down Google’s $5.75 billion offer last December, the move was widely attributed to CEO Andrew Mason’s hubris. But, according to this piece, the reality was that Mason as well as chairman Eric Lefkovsky were afraid that the sale would not have passed the 12-to-18-month-long anti-trust smell test that the FTC certainly would have administered. Business Insider— Anne Sherber

Facebook’s Redesign Drives Increased App Use: It’s no secret that Facebook’s platform enables developers to build robust audiences on top of it, but recent tweaks to the social network’s design – most notably the introduction of the “ticker – appear to be driving increased user engagement with third-party apps. Take, for example, music-streaming service MOG. Since the introduction of the redesigned site, MOG’s traffic via the site has grown 400%, leading the firm’s CEO to crown it “the best distribution platform” it’s ever had. AllThingsD — Jack Marshall @JackMarshall
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