Yahoo to integrate Twitter into its newsfeed

Yahoo is to integrate Twitter into its news frontpage, as it continues its battle to be relevant in the social age.

Twitter: Yahoo integrates the service into its newsfeed
Twitter: Yahoo integrates the service into its newsfeed

Certain tweets will now be included among the aggregated news headlines, although it's not yet clear how they will be selected.

It is somewhat ironic that Marissa Mayer, Yahoo's chief executive, is bringing Twitter into the fold, as Google, her previous employer, had a  with it.

In a  about Yahoo’s "endless stream of content", Mayer said: "We will seamlessly include relevant and personalized Tweets alongside stories from Yahoo and our other sources.

"With this greater breadth of compelling content, we’re excited to give our users even more opportunities to learn and connect. Users now also have an easy way to discover relevant and interesting people and publishers to follow on Twitter, personalized to their interests and preferences."

The surprise is that it has taken so long. Twitter has become an essential news service, and many people use it as a personalised newswire.

Yahoo is desperate to make its content feel essential once again, and this is an important step towards doing that.

However, the benefits for Twitter are a bit less obvious. It may attract new users, as even more people will discover how important a news tool it is, and news providers may increase their following. However, new and nimble Twitter also risks being associated with Yahoo's "old web" site.

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