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Yahoo! has continued its acquisition spree with a $300m deal for online ad network BlueLithium.

The move will add roughly 1,000 sites to the web giant’s Publisher Network, as well as seeing it pick up BlueLithium’s behavioural targeting technology to enable its clients to serve more relevant ads.

The inventory will also boost Right Media, the online ad exchange Yahoo! bought out earlier this year.

In comScore’s July Ad Focus rankings, BlueLithium came sixth in the US with just under 120m unique visitors, while Yahoo! was third, behind AOL's Advertising.com and ValueClick. 

BlueLithium is also well established in the UK and in the process of expanding its European network. 

Yahoo! said the deal would “give advertisers access to powerful data analytics, advanced targeting, and innovative direct-response buying strategies across a broad range of high quality inventory.”

Boss Jerry Yang added:

“By leveraging BlueLithium's complementary expertise and tools, we will be able to better address the needs of our performance-based display advertisers and enhance the value of our publishers' inventory."

Yahoo! expects the deal - the latest in a string of acquisitions in the display ad market by the likes of AOL, Microsoft and Google - to be completed in Q4.

Related research: Online Advertising Networks Buyer’s Guide 2007


Published 5 September, 2007 by Richard Maven

529 more posts from this author

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