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A global consumer internet and digital media brand spanning search, email, news, finance, sports, shopping, advertising, and AI-powered information discovery.

Last updated November 4, 2026

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Overview

Yahoo is an American consumer internet and digital media brand founded in 1994 by Stanford graduate students Jerry Yang and David Filo. It began as a manually organized directory of websites called Jerry and David's Guide to the World Wide Web, reflecting the early web's need for human curation and navigation. The service was renamed Yahoo!, a name commonly explained as an acronym for Yet Another Hierarchical Officious Oracle, and grew from a directory into one of the defining web portals of the 1990s and early 2000s. Yahoo's early importance came from combining multiple internet functions under one recognizable homepage. Search and directory services formed the original foundation, but Yahoo expanded rapidly into email, news, finance, sports, weather, entertainment, shopping, auctions, maps, travel, communities, and personalized portal features. The acquisition of RocketMail in 1997 provided the basis for Yahoo Mail, which became one of the world's most widely used consumer email services. Yahoo Finance, Yahoo Sports, Yahoo News, Yahoo Fantasy, Yahoo Weather, and related verticals established a portfolio model in which users could access information and communications through a common account and advertising ecosystem. Yahoo incorporated in 1995, completed an initial public offering in 1996, and became one of the most prominent publicly traded internet companies of the dot-com era. Its business model relied primarily on display advertising, search advertising, listings, commerce-related services, licensing, subscriptions, and other consumer and business services. Yahoo also built a large international presence through localized portals, partnerships, and joint ventures. Yahoo Japan, although historically associated with the Yahoo name, was a separate Japanese business and is not the subject of this dossier. During the 2000s and 2010s, Yahoo attempted to defend its position against Google in search and advertising, Microsoft and Google in productivity and communications, and newer platforms such as Facebook in social media and audience engagement. The company made numerous acquisitions, including Flickr, Tumblr, Summly, BrightRoll, and other technology, media, and advertising businesses. These investments broadened Yahoo's capabilities but also contributed to organizational complexity and inconsistent strategic execution. Leadership changed frequently, with chief executives including Tim Koogle, Terry Semel, Jerry Yang, Carol Bartz, Scott Thompson, Marissa Mayer, and others. Yahoo's later years as an independent public company were marked by declining influence in search and digital advertising, restructuring, asset sales, and major cybersecurity controversies. Yahoo disclosed that breaches in 2013 and 2014 affected hundreds of millions to billions of user accounts. The disclosures affected negotiations with Verizon and led to regulatory, investor, and consumer litigation. In 2017, Verizon acquired Yahoo's core operating businesses for approximately $4.48 billion and combined them with AOL under the Oath brand, later renamed Verizon Media. The transaction ended Yahoo's existence as an independent publicly traded operating company. In September 2021, Apollo-managed funds completed the acquisition of Verizon Media. The business returned to the Yahoo name and became a standalone company, while Verizon retained a 10% stake. Under CEO Jim Lanzone, Yahoo has emphasized its established media and information franchises, advertising technology, commerce, personalization, and renewed investment in search. The company launched Yahoo Scout, an AI-powered answer and discovery engine, in beta in January 2026. Scout is designed to synthesize information from Yahoo properties, licensed content, and the broader web, while extending AI features across Mail, News, Finance, Sports, Shopping, and other products. Yahoo's present positioning is that of a trusted digital guide rather than a single-purpose search engine. Its brand remains associated with everyday online habits: checking email, reading news, monitoring markets, following sports, managing fantasy teams, shopping, checking weather, and discovering information. Although its competitive role is smaller than during the dot-com boom, Yahoo continues to operate a substantial consumer internet and media portfolio with a large international audience.

History

Yahoo's history began in January 1994, when Stanford electrical engineering graduate students Jerry Yang and David Filo created a directory of websites known as Jerry and David's Guide to the World Wide Web. Unlike automated search engines, the original service depended on human organization. It grouped websites into categories and offered users a more approachable way to navigate a rapidly expanding internet. The service adopted the Yahoo name during 1994 and was incorporated as Yahoo! Inc. in 1995. The company established its headquarters in Sunnyvale, California, and completed an initial public offering on April 12, 1996. Yahoo's IPO became one of the emblematic events of the first dot-com boom. Its homepage evolved from a directory into a broad portal that combined search, news, communications, entertainment, commerce, and other daily-use services. A major early expansion came in 1997, when Yahoo acquired RocketMail and used the technology as the foundation for Yahoo Mail. Email gave Yahoo a recurring relationship with users and helped the company develop an account-based ecosystem. During the late 1990s and early 2000s, Yahoo added or expanded services covering finance, sports, weather, news, travel, maps, shopping, auctions, groups, games, music, and personalized portal pages. Yahoo Finance in particular became an influential source of market data for retail investors and financial audiences, while Yahoo Sports and fantasy products strengthened the company's role in online sports media. Yahoo's revenue model centered on advertising and commerce. Display advertising on Yahoo properties, search advertising, listings, transaction fees, royalties, subscriptions, and business services all contributed to the company's growth. The company also expanded internationally through local portals, partnerships, and regional operations. The Yahoo brand became one of the most recognized consumer internet names worldwide, and Yahoo Japan developed as a separate Japanese business using the Yahoo name under local ownership and governance. As the search market matured, Yahoo faced increasing pressure from Google. It also competed with Microsoft, AOL, eBay, Amazon, Facebook, and newer social and mobile platforms. Yahoo made numerous acquisitions intended to strengthen search, media, social networking, mobile products, advertising technology, and communications. Notable acquisitions and investments included RocketMail, GeoCities, Broadcast.com, Flickr, Delicious, Tumblr, Summly, BrightRoll, and other technology and media companies. Some acquisitions generated valuable products and audiences, while others were later discontinued, sold, or absorbed. Leadership instability became a recurring feature of Yahoo's later independent years. Tim Koogle led the company during its early public-company expansion, followed by Terry Semel, co-founder Jerry Yang, Carol Bartz, Scott Thompson, Marissa Mayer, and other interim or transitional leaders. Each administration pursued a different combination of search partnerships, media expansion, mobile development, advertising technology, cost reduction, and asset restructuring. Yahoo remained a major internet brand but lost share and strategic momentum as search, social media, mobile operating systems, and programmatic advertising became dominated by competitors. Cybersecurity problems became a defining issue in the company's final years as an independent public company. Yahoo disclosed a late-2014 breach affecting at least 500 million accounts in September 2016 and later disclosed that a separate 2013 incident affected all accounts existing at that time, estimated at approximately three billion. The incidents generated consumer and investor litigation, regulatory scrutiny, settlement obligations, and criticism of Yahoo's disclosure controls. In April 2018, the SEC announced that Altaba, the successor entity to Yahoo Inc., agreed to pay a $35 million penalty over the failure to disclose the 2014 breach to investors in a timely manner. Verizon announced the acquisition of Yahoo's core internet business in 2016, and the transaction closed in 2017. Yahoo's operating assets were combined with AOL under Verizon's Oath division, later renamed Verizon Media. The transaction separated the operating internet business from Altaba, which held certain remaining assets and liabilities. Yahoo ceased to be an independently traded operating company. In May 2021, Verizon agreed to sell Verizon Media to Apollo-managed funds for approximately $5 billion. The acquisition closed on September 1, 2021. The new standalone company resumed the Yahoo name, while Verizon retained a 10% minority stake. Jim Lanzone became CEO later that month, replacing Guru Gowrappan. Under its current ownership, Yahoo has focused on its established consumer franchises in Mail, News, Finance, Sports, Fantasy, Search, Shopping, and advertising. The company has also pursued AI as a way to modernize its information-discovery proposition. In January 2026, Yahoo introduced Yahoo Scout, a beta AI answer engine designed to synthesize Yahoo content, licensed information, and material from the broader web. Scout is intended to operate across the Yahoo portfolio, extending the company's original mission of helping people navigate information into a contemporary answer-and-discovery format. Yahoo's historical significance lies in its role as one of the first mass-market internet portals. It helped establish the idea that a single consumer brand could organize search, email, news, finance, sports, entertainment, commerce, and advertising for a global audience. Although its competitive position has changed substantially since the dot-com era, its products and brand remain active and its strategy continues to build on the same basic proposition: helping users find, understand, and act on information online.

  • 2026

    Yahoo Scout launches in beta

    [4]

    Yahoo launches Yahoo Scout, an AI-powered answer engine intended to extend search and discovery across Yahoo's product portfolio.

  • 2021

    Apollo acquisition creates standalone Yahoo

    [2]

    Apollo-managed funds complete the acquisition of Verizon Media, and the business resumes operating under the Yahoo name.

  • 2021

    Yahoo Answers is discontinued

    [9]

    Yahoo shuts down Yahoo Answers after moving the service to read-only access and redirecting users to Yahoo.

  • 2018

    SEC settlement over breach disclosure

    [5]

    Altaba agrees to pay a $35 million SEC penalty concerning Yahoo's failure to disclose the 2014 breach to investors in a timely manner.

  • 2017

    Verizon acquires Yahoo's core operating business

    [15]

    Yahoo's core internet operations are acquired by Verizon and combined with AOL under the Oath brand.

  • 2016

    Yahoo discloses major security incidents

    [14]

    Yahoo discloses a 2014 breach affecting at least 500 million accounts and later reveals a separate 2013 breach affecting all accounts existing at the time.

  • 2013

    Yahoo acquires Tumblr

    [13]

    Yahoo acquires the blogging and social-media platform Tumblr as part of a broader effort to strengthen its content and younger-audience portfolio.

  • 2004

    Life Engine brand campaign

    [12]

    Yahoo promotes its broad consumer portfolio through the Life Engine advertising campaign, emphasizing the service's role in users' daily lives.

  • 1997

    Yahoo Mail launches through RocketMail acquisition

    [1]

    Yahoo acquires RocketMail, establishing the foundation of Yahoo Mail.

  • 1996

    Initial public offering

    [11]

    Yahoo completes its initial public offering on April 12, 1996, during the first dot-com boom.

Products and positioning

Yahoo positions itself as a trusted digital guide that helps consumers discover information, communicate, follow markets and sports, manage everyday interests, shop, and access personalized media experiences. Its current strategy combines established content and audience franchises with advertising technology, commerce, personalization, and AI-powered search and answers.

  • Search · 1994

    Yahoo Search

    Yahoo Search is Yahoo's traditional web-search service and one of the brand's original core offerings. It helps users locate websites, news, images, videos, products, and other information across the web. Yahoo has historically used technology and search partnerships to support parts of its search infrastructure while maintaining Yahoo-branded interfaces, personalization, advertising, and discovery features.

  • AI search and information discovery · 2026

    Yahoo Scout

    Yahoo Scout is an AI-powered answer and discovery engine launched in beta in January 2026. It synthesizes information from Yahoo properties, licensed content partners, and the broader web, presenting answers with supporting sources and structured context. Yahoo is integrating Scout capabilities into Search, Mail, News, Finance, Sports, Shopping, and other products.

  • Email and communications · 1997

    Yahoo Mail

    Yahoo Mail is Yahoo's consumer email platform, built on technology acquired through RocketMail in 1997. It provides web and mobile email, account management, spam filtering, search, organization tools, and integration with other Yahoo experiences. Mail has historically served as one of Yahoo's most important recurring-use products and a central identity layer for the wider portfolio.

  • Digital news · 1996

    Yahoo News

    Yahoo News is a digital news and information service that aggregates, licenses, publishes, and distributes reporting from Yahoo and external publishers. It combines breaking news, politics, business, entertainment, lifestyle, and video content with personalized recommendations and advertising. Yahoo Scout is being integrated into the news experience through summaries and contextual discovery features.

  • Financial information · 1994

    Yahoo Finance

    Yahoo Finance provides market data, financial news, company information, quotes, charts, portfolios, watchlists, and related investment tools. It became one of Yahoo's most influential verticals by combining data and editorial content in a consumer-friendly interface. The service remains a major destination for retail investors and is a focus for new AI-powered analysis and explanation features.

  • Sports media · 1997

    Yahoo Sports

    Yahoo Sports delivers sports news, scores, schedules, standings, statistics, analysis, video, and editorial coverage. It covers major professional and collegiate sports and is closely connected to Yahoo Fantasy. Yahoo has used sports partnerships, live-event programming, and personalized data to maintain frequent engagement with fans.

  • Fantasy sports · 1999

    Yahoo Fantasy

    Yahoo Fantasy provides fantasy sports competitions, league management, player information, rankings, projections, scoring, and community features. It has been particularly associated with fantasy football, baseball, basketball, and hockey. Fantasy products extend Yahoo's sports relationship from passive content consumption into recurring participation and audience engagement.

  • Weather information

    Yahoo Weather

    Yahoo Weather provides current conditions, forecasts, alerts, maps, and location-based weather information. It has functioned as a high-frequency utility within Yahoo's portal ecosystem and is also used as an example of the everyday tasks that Yahoo's personalization and AI discovery systems are intended to support.

  • Digital advertising · 2014

    Yahoo Advertising

    Yahoo Advertising includes search, display, native, video, audience, measurement, and programmatic advertising capabilities. The business connects advertisers with audiences across Yahoo-owned properties and partner inventory. Its strategic role has expanded from selling placements on a portal to providing data, targeting, analytics, and commerce-oriented advertising services.

  • Personalized portal · 1998

    My Yahoo

    My Yahoo is a personalized portal experience that lets users organize information such as news, weather, finance, sports, email, and other content in a customized dashboard. It represents Yahoo's long-running strategy of bringing multiple services together around an individual account and set of interests.

Controversies

  • 2020

    Yahoo notifies users about claims under proposed data-breach class-action settlement

    Yahoo was notifying eligible users that they could submit claims for credit monitoring or cash compensation under a proposed class-action settlement covering several data-breach and hacking incidents from 2012 to 2016. The article describes the settlement as proposed, not completed.

  • 2016

    Investor and consumer litigation related to data breaches

    The breach disclosures triggered shareholder actions, consumer class actions, regulatory scrutiny, and settlement proceedings. The controversies also affected Verizon's acquisition negotiations and contributed to a reduction in the consideration paid for Yahoo's operating business.

  • 2014

    2014 Yahoo data breach and delayed disclosure

    A separate late-2014 intrusion compromised information associated with at least 500 million user accounts. Yahoo publicly disclosed the incident in 2016. The SEC later alleged that Yahoo failed to properly assess and disclose the breach to investors, leading to a $35 million settlement with Altaba in 2018.

  • 2013

    2013 Yahoo data breach

    Attackers gained access to Yahoo's user database in August 2013. Yahoo initially reported that more than one billion accounts were affected, but later concluded that the incident affected all approximately three billion accounts existing at the time. The incident became one of the largest known data breaches and generated extensive consumer and investor litigation.

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Marketing campaigns

  • 2014Global Football Ambassador and World Cup programming

    International

    Yahoo used international football programming and named José Mourinho its exclusive Global Football Ambassador in the lead-up to the 2014 World Cup. The initiative connected Yahoo's editorial, video, sports, and advertising capabilities around a major global event.

    Outcome. The initiative expanded Yahoo's sports-media positioning and created premium sponsorship and video opportunities around international football.

  • 2004Life Engine

    United States · International

    The Life Engine campaign presented Yahoo as a broad, multi-purpose digital service that could support many aspects of everyday life. It was designed to reinforce the breadth of Yahoo's portfolio and connect separate products under a unified brand message.

    Outcome. The campaign supported Yahoo's effort to position itself as a comprehensive consumer internet platform rather than merely a search directory.

Brand decisions

  • 2026

    Launch Yahoo Scout AI answer engineProduct launch

    Background

    Yahoo sought to modernize its original information-discovery mission as consumers increasingly use conversational and generative AI interfaces.

    Action taken

    Yahoo launched Scout in beta and began integrating its AI capabilities across Search, Mail, News, Finance, Sports, Shopping, and related products.

    Aftermath

    The launch marked a strategic return to search and discovery, using Yahoo's content, data, audience signals, and product ecosystem as the foundation for AI-powered answers.

  • 2021

    Apollo acquisition and return to standalone YahooM&A

    Background

    Verizon decided to exit most of its digital-media operations and sell Verizon Media to a financial sponsor.

    Action taken

    Apollo-managed funds acquired Verizon Media, including Yahoo and AOL, and the business resumed operating under the Yahoo name.

    Aftermath

    Yahoo became a privately held standalone company, with Verizon retaining a 10% minority stake and Jim Lanzone appointed CEO.

    Transaction value. Approximately 5 billion USD (2021)

  • 2021

    Discontinue Yahoo AnswersStrategy

    Background

    Yahoo reviewed its portfolio of legacy community services and determined that Yahoo Answers no longer fit its current product priorities.

    Action taken

    Yahoo placed the service into read-only mode on April 20 and shut it down on May 4, 2021.

    Aftermath

    Users were redirected to Yahoo's main homepage and search experience, while Yahoo focused resources on other information and content products.

  • 2016

    Sell core operating business to VerizonM&A

    Background

    Declining competitive performance, restructuring pressures, and the strategic value of Yahoo's audience and media properties led the board to pursue a sale.

    Action taken

    Yahoo agreed to sell its core internet operating business to Verizon.

    Aftermath

    The transaction closed in 2017 and ended Yahoo's operation as an independent publicly traded internet company.

    Original announced transaction value. Approximately 4.83 billion USD (2016)

  • 2014

    Introduce Yahoo AdvertisingStrategy

    Background

    Yahoo needed a more integrated advertising proposition across its web, mobile, video, search, native, and display inventory.

    Action taken

    Yahoo introduced a combined Yahoo Advertising suite covering multiple advertising formats and campaign capabilities.

    Aftermath

    The move reflected Yahoo's attempt to compete more effectively in integrated digital advertising and programmatic media.

  • 2013

    Acquire TumblrM&A

    Background

    Yahoo sought to expand its media, blogging, mobile, and younger-audience presence.

    Action taken

    Yahoo acquired Tumblr and integrated the service into its broader digital media portfolio.

    Aftermath

    Tumblr remained a recognizable Yahoo-owned property for several years before Yahoo's operating assets moved to Verizon and Tumblr was later divested.

  • 1997

    Acquire RocketMail to establish Yahoo MailM&A

    Background

    Yahoo needed a durable communications product that could increase user frequency and strengthen its portal ecosystem.

    Action taken

    Yahoo acquired RocketMail and developed the technology into Yahoo Mail.

    Aftermath

    Yahoo Mail became one of the company's most important consumer services and a major source of recurring account engagement.

Recent events

  • Reported

    Yahoo and Near expand partnership across APAC[18]

    Yahoo announced an APAC-wide partnership with Near, integrating Near’s location-intelligence data and AI solutions into Yahoo’s DSP and making the solutions available across APAC.

  • Reported

    Yahoo promotes Paul Sigaloff to APAC head[19]

    Yahoo announced Paul Sigaloff's promotion to Vice President, Head of APAC, effective immediately. He will lead sales for the ad technology business across the Asia Pacific region.

  • Unconfirmed

    Apollo completes acquisition of Yahoo[20]

    Apollo Global Management announced that it had completed its acquisition of Yahoo from Verizon in a transaction valued at $5 billion.

  • Yahoo exits the China market[21]

    Yahoo formally exited the China market on November 1, and users in China could no longer access its services.

  • Reported

    Yahoo ends service availability in mainland China[22]

    Yahoo said its suite of services would no longer be available in mainland China starting November 1, citing an increasingly challenging business and legal environment.

  • Reported

    Yahoo announces Jim Lanzone as CEO[23]

    Yahoo announced that former Tinder CEO Jim Lanzone would become its new CEO effective September 27.

  • Reported

    Apollo Funds complete acquisition of Yahoo[24]

    Apollo Funds completed the acquisition of Yahoo from Verizon Media; Yahoo will operate as a standalone company under Apollo Funds, while Verizon retained a 10% stake.

  • Reported

    Apollo completes acquisition of Yahoo[25]

    Apollo Global Management completed its $5 billion acquisition of Yahoo from Verizon. Verizon retained a 10% stake in the newly rebranded company.

  • Reported

    Z Holdings announces perpetual Yahoo brand and technology rights in Japan[26]

    Z Holdings announced that it would pay Verizon Media ¥178.5 billion to obtain perpetual rights to use the Yahoo brand and technology in Japan. The report says Yahoo Japan and Verizon would continue their business and technology relationship.

  • Reported

    Z Holdings agrees to acquire Yahoo Japan trademark and technology infrastructure[27]

    SoftBank’s Z Holdings agreed to buy Yahoo Japan’s trademark and technology infrastructure from Verizon Communications in a deal announced on Monday, July 5, 2021. The article reports a deal value of $1.61 billion.

    Weekdays and relative dates follow the original report; their exact calendar dates have not been verified.

Read more(21)

Sources48 sources

  1. 1Yahoo Our Story and Executive Leadershipyahooinc.com
  2. 2Apollo Funds Complete Acquisition of Yahooyahooinc.com
  3. 3Jim Lanzone to Join Yahoo as Chief Executive Officeryahooinc.com
  4. 4Introducing Yahoo Scout, a New AI Answer Engineyahooinc.com
  5. 5SEC Charges Altaba Over Nondisclosure of Massive Cybersecurity Breachsec.gov
  6. 6Yahoo 2016 Form 10-Ksec.gov
  7. 7Yahoo 2013 and 2014 Data Breach Materialssec.gov
  8. 8Yahoo Data Breach Settlement FAQsyahoodatabreachsettlement.com
  9. 9Yahoo Answers Shutdown Noticehelp.yahoo.com
  10. 10Yahoo is incorporatedsec.gov
  11. 11Initial public offeringsec.gov
  12. 12Life Engine brand campaignaltaba.gcs-web.com
  13. 13Yahoo acquires Tumblren.wikipedia.org
  14. 14Yahoo discloses major security incidentssec.gov
  15. 15Verizon acquires Yahoo's core operating businessen.wikipedia.org
  16. 16Global Football Ambassador and World Cup programmingsec.gov
  17. 17Yahoo notifies users about claims under proposed data-breach class-action settlementfinance.sina.com.cn
  18. 18Yahoo与Near将合作扩展至亚太地区exchangewire.com
  19. 19Yahoo晋升Paul Sigaloff为亚太区负责人thehindubusinessline.com
  20. 20Apollo完成对雅虎的收购chinaz.com
  21. 21Yahoo退出中国市场ithome.com.tw
  22. 22雅虎停止在中国大陆提供服务epochtimes.com
  23. 23雅虎宣布任命吉姆·兰佐内为首席执行官siliconrepublic.com
  24. 24阿波罗基金完成对雅虎的收购fonearena.com
  25. 25Apollo 完成收购 Yahootechcrunch.com
  26. 26Z Holdings宣布获得雅虎品牌及技术在日本的永久使用权finance.sina.com.cn
  27. 27Z Holdings 同意收购 Yahoo Japan 商标及技术基础设施coinspeaker.com
  28. 28Verizon同意将媒体资产出售给Apollofoxbusiness.com
  29. 29雅虎宣布关闭雅虎问答chinaz.com
  30. 30Verizon与ZTE推出Yahoo品牌智能手机indianexpress.com
  31. 31HTC 推出 U20 5G 曜岩黑新色n.yam.com
  32. 32Verizon宣布推出Yahoo Mobile手机服务pcmag.com
  33. 33Yahoo 推出 Mobile Development Suitecustomstoday.media
  34. 34雅虎推出移动开发者套件newseveryday.com
  35. 35Yahoo推出移动开发套件chinatopix.com
  36. 36Yahoo宣布推出移动应用工具包toronto.citynews.ca
  37. 37雅虎推出移动开发者套件slashgear.com
  38. 38美国雅虎公司宣布撤出中国大陆,美媒:原本它在中国就几乎没什么存在感!finance.sina.com.cn
  39. 39商业和法律环境日益严峻 雅虎宣布退出中国大陆voachinese.com
  40. 40私募公司Apollo宣布完成50亿美元收购雅虎finance.sina.com.cn
  41. 41雅虎退出中国 2月28日起停止邮箱服务epochtimes.com
  42. 42Verizon sells off media division including Yahoo, AOL for $5bnaljazeera.com
  43. 43Verizon sells off media division to focus on core comms | Computer Weeklycomputerweekly.com
  44. 44Verizon将以50亿美元出售媒体部门 包括雅虎和AOLfinance.sina.com.cn
  45. 45Yahoo expands partnership with intelligence firm Near across APACmarketing-interactive.com
  46. 46Yahoo Launches Mobile Developer Suiteadweek.com
  47. 47Yahoo Launches Mobile Developer Suitewebpronews.com
  48. 48Yahoo partners with intelligence company Nearmumbrella.com.au

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