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Silverman, Yahoo! enter into content production and distribution partnership
MUMBAI: Ben Silverman‘s newly formed content studio Electus has entered into a strategic partnership with Yahoo! and will develop and produce exclusive premium content for the online major and its advertising partners.
The new relationship will not only produce original programming for Yahoo! users, but will also give advertisers new opportunities to integrate their brand messages into the next generation of online programming.
“Content creators and producers are looking for more direct relationships with their audiences and advertising partners, and this partnership will allow advertisers to have fresh ideas matched with premium experiences that enable their messages to be delivered directly to their consumers,” said Electus CEO Ben Silverman.
“Yahoo! is the ideal partner for this initiative; not only do they have the audience reach and a deep understanding of what consumers want, but they have a long history of successful custom campaigns that deliver for all partners involved,” adds Silverman.
Under this partnership Electus will develop a number of original concepts for Yahoo! in partnership with advertising partners. Both Electus and Yahoo! will work together on delivering the final custom experiences on Yahoo!
“Yahoo! is bringing together entertainment and advertising to build differentiated experiences that help redefine branded entertainment. Yahoo!‘s original content formula has generated some of the web‘s successful programming, and the addition of Electus‘ creative expertise will help drive the next wave of branded programming that delivers audience engagement and advertiser results,” says Yahoo SVP North America revenue and market development Joanne Bradford.
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With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
