IT WAS the darling of the 1990s dotcom boom, but by the late 2000s Yahoo! was washed up, perpetually second to Google.
But has new CEO Marissa Mayer achieved the seemingly impossible?
For the first time in five years, Yahoo! has topped Google for US internet traffic.
Google has held the number one position continually since April, 2008.
To put that into perspective, Yahoo! had never been on top while Barack Obama has been US President, or while iPhones have been available in Australia.
The stats, from comScore, don’t explain why Yahoo! has managed to knock Google off the top spot.
It could be related to Yahoo!’s acquisition of blogging site Tumblr, which has separate traffic, but could be directing traffic to Yahoo!
ComScore told Marketing Land that Yahoo! and Google had been close in traffic recently.
“There are other factors at play… it can likely just be normal seasonal/month-to-month fluctuations,” the statement said.
Ms Mayer has been a controversial CEO since she started at the company in 2012.
In February she banned the previously-generous work from home allowances, and was criticised again a month later for vetting new recruits too closely.
Since taking the helm, Ms Mayer has overseen the acquisition of a growing list of start-ups, including Tumblr, Snip.it, GhostBird, Xobni and Qwiki.