Yahoo buys into direct response advertising


Yahoo has agreed to acquire UK online advertising provider BlueLithium for US$300 million in cash.

BlueLithium claims to offer a higher degree of advertisement targeting than traditional display or banner ads.

The company gathers data on user behaviour such as the sites they visit and builds a profile of their online habits.

BlueLithium is ranked as the fifth largest advertising network in the world, and the second largest in the UK, according to comScore data.

The deal comes five months after Yahoo's US$680 million acquisition of Right Media, which was seen as a response to the US$3.1 billion purchase of DoubleClick by Google, Yahoo's main rival in the online search market.

Copyright ©

Yahoo buys into direct response advertising
Top Stories
AGL restructure sees CIO depart
Owen Coppage to leave after ten years.
Data: Advertising's best frenemy
STW Group's Tom Ceglarek faces a digital conundrum: he must feed his client's demand for performance insights while his industry is being undermined by data analysis.
Inside Telstra's multi-faceted cloud strategy
An overview of its own cloud and deals with Cisco, VMware, IBM and NextDC.
Sign up to receive iTnews email bulletins
Latest Comments
Do you support the Government's data retention scheme?

   |   View results