5:00 PM -- Today on Contentinople:

• As we anticipated yesterday, Yahoo has launched its new global marketing campaign, centered around the unfortunately punctuated slogan "It's Y!ou." Yahoo will be keeping its trademark yodel, but will be "democratizing" it -- inviting the public to submit their own.
  
  
• ESPN president George Bodenheimer said today at the IAB MIXX confab that advertising isn't enough to sustain online distribution of so-called "marquee" sports: "Content is not free, just as quality advertising is not free. There needs to be a model that works. In our mind we have a dual revenue stream model. I don’t think advertising alone will carry the load for marquee sports programming going forward."
  
  
• Online ad optimization firm The Rubicon Project brought in $9 million in a Series C round led by NBC Universal's Peacock Equity Fund.
  
  

And in today's News Bits, Google Voice may face scrutiny from the FCC.

— The Staff, Contentinople