It was a rebrand challenge two-a-half years and one arguably large misstep in the making. Following the acquisitions of AOL in 2015 and Yahoo in July 2016, US-based telco giant, Verizon, set out on a mission to unify and rebrand its media, adtech and Internet properties as one global offering. The resulting ​umbrella entity, Oath,​ was officially unveiled in June 2017 at Cannes.

​Hot on the heels of the Facebook/Cambridge Analytica data breach comes the news the Marriott has suffered a breach affecting up to 500 million guests and NASA suffered an employee data breach in October. This is on top of PageUp, an Australian SaaS provider, announcing it had suffered a significant security breach in May. Over the years, Yahoo, Google, Equifax and many other companies have suffered the same fate.

An open and integrated platform approach, verified first-party audience data and content investment lie at the heart of Oath’s plans to shake up the adtech platform space, its global product technology chief claims.

Thursday's confirmed breach at Yahoo means that a treasure trove of stolen data is very likely circulating on the black market -- potentially putting millions of internet users at risk.

Our weekly round-up of the latest martech and ad tech news, featuring, Google, Sprinklr, Criteo, SteelHead, Verizon, Yahoo!, Olapic, Taboola, Fiksu, Genesys, Zoho and Smaato.

Yahoo is selling over 3,000 patents and pending applications that the pioneering Internet company believes could be the most foundational patents related to Web search and advertising.

Yahoo will cut 15 percent of its workforce and close some online services in a major turnaround plan announced Tuesday.

By deciding to shed its Internet business, Yahoo is moving to take on a different business focus. But its future remains murky.

Marissa Mayer knows fashion, and she's bringing more of it to Yahoo with her latest acquisition announced Friday.

A lawsuit that alleges Yahoo's email scanning practices are illegal can proceed as a class action complaint, a development that will shine the spotlight on the Yahoo Mail use of messages' content for advertising purposes.

In an effort to boost its mobile offerings, Yahoo is reportedly finishing up a deal to buy Foursquare.

Fighting bad people, Google style

Yahoo is acquiring the video advertising platform BrightRoll for $640 million, in a move that could help to offset declines in its traditional display ad business.

Yahoo reported a 1 percent sales increase on Tuesday, a marked shift after multiple quarters of decline, though results in its critical ad business were mixed.

Yahoo has reached an agreement to acquire Flurry, a mobile analytics company, as part of a push to grow its advertising revenue within its mobile products.

Yahoo reported falling sales and mixed results in its crucial advertising business on Tuesday, signaling further challenges ahead in CEO Marissa Mayer's efforts to turn around the aging company.

Yahoo has released an Android personalisation app that could give the company a stronger foothold in mobile contextual search.

Yahoo will stop honoring "Do Not Track" requests made by a user's browser. It will now actively attempt to track an individual's interactions with its site and its content.

AOL is pushing to become an elite advertising business with a new platform for buying and selling ads tied to big data.

In a keynote before leading advertising and marketers professionals, Marissa Mayer details Yahoo's growth on mobile and its new advertising options -- and talks up Tumblr.

Searching on Yahoo will now deliver local business reviews from Yelp, through a partnership that could help Yahoo search compete against Google, or at least make it more useful.