Even though all signs point to an imminent sale of its core internet business, Yahoo is still aiming to woo marketers attending this years Cannes Lions with an updated range of content marketing and mobile advertising tools, gathered under a new initiative called Storytellers.

Storytellers will serve as a content marketing studio for brands and agencies, giving them access to Yahoos editorial team and native-style tools, in addition to the 165bn daily data points offered by its programmatic marketplace, Yahoo Gemini.

The initiative will also offer services such as premium video development, content consulting and workshops, and access to social media influencers, distribution and analytics. The initiative doesnt introduce any substantial new capabilities to Yahoo, but instead seems aimed at gathering existing tools together for convenience.

Bands including Dansani, JetBlue and Farmers Insurance have already partnered with Yahoo to take advantage of the new initiative, with JetBlue having previously worked with Yahoo on a content marketing campaign that resulted in over 3m native video views, 31m social media impressions and a 27 per cent engagement rate.

“Content marketing continues to be an area of growth for brands and agencies, but they need a better way to create compelling content that’s informed by data and reaches the right audience. That’s where Yahoo Storytellers comes in,” said Lisa Utzschneider, chief revenue officer at Yahoo.

“At Yahoo we’re focused on bringing our users the best content available online across our news, sports, finance and lifestyle verticals, and now we’re helping our advertisers develop branded content that is even more effective and data-driven.”

In addition to the Storytellers initiative, Yahoo has unveiled a new mobile ad format called Yahoo Tiles. The format aims to enable brands to tell visually compelling and immersive stories on mobile devices in a “post-tap environment”, presenting consumers with customer mobile landing pages which can feature 360-degree video and images, swipeable images and social feeds.

“These efforts represent some of the latest ways that we are continuing to innovate on behalf of our advertisers and build ad offerings that deliver powerful results through the combination of Yahoos world-class data, content and technology,” said Utzschneider.

Don’t forget to enter the Effective Mobile Marketing Awards. The Early Bird deadline for submissions is 22 July. More details here.