Yahoo Acquires Popular Behavioral Ad Firm
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Yahoo Acquires Leading Behavioral Ad Firm
Yahoo Inc., the renowned California-based search engine, has announced its acquisition of BlueLithium, the fifth-largest online ad network in the U.S., for $300 million. This move is part of Yahoo's strategy to dominate the burgeoning market of behavioral ad targeting.
By integrating BlueLithium's advanced tracking technology, Yahoo aims to enhance its existing behavioral ad efforts, particularly for Yahoo Mail and Yahoo Travel users. This technology specializes in analyzing consumer preferences as they navigate websites, enabling more precise ad targeting.
The effectiveness of this tracking lies in its ability to use cookies?"small data packets that capture user visits and habits. Over time, these cookies allow websites to tailor ads to specific demographic segments within their consumer base.
Todd Teresi, Senior Vice President of the Yahoo Publisher Network, expressed excitement about the acquisition, highlighting that it allows Yahoo to deliver more relevant ads both on and off its network.
Yahoo's user base, already over 250 million strong, is anticipated to grow significantly with the addition of BlueLithium's approximately 120 million users. The new geo-targeting features will connect these users with marketers providing products and services tailored to their interests and locations.
This acquisition is also expected to bolster Search Engine Optimization (SEO) efforts. By utilizing behavioral marketing technology, SEO can gain clearer insights into users' search preferences and favored sites.
The acquisition is set to be finalized by the fourth quarter of this year, pending regulatory approval and other conditions.
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