SUNNYVALE, Calif. — To Marissa Mayer, the chief executive of Yahoo, fashion magazines like Vogue and InStyle have achieved the holy grail of advertising.

“The ads in those magazines are as interesting as the photo shoots and the articles,” she said in an interview last week at the company’s Silicon Valley headquarters. “I miss the ads when they are not there. I feel less fulfilled.”

This year, her goal is to start making the ads on Yahoo just as compelling and just as integrated with the news and information people seek on her company’s websites and mobile applications.

The best ads are indistinguishable from content. 

Didn't we have this conversation about native advertising two years ago?

Yes. It's a holy grail.