Creators like Benny Blanco help drive Yahoo's transformation, says CMO Josh Line

Yahoo is in the middle of a “brand transformation,” and is aiming to win over a new generation of users, said Josh Line, the chief marketing officer, It all began with the product. “It started with redeveloping all our products over the last two years.

Every pixel is new,” Line said. “So we were ready to get out there from the marketing perspective.” Line said that Yahoo deleted all its social accounts a year and a half ago and is now seeing greater traction on those channels.

Creators have been a big part of the strategy, including Benny Blanco through his “Friends Keep Secrets” podcast.