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 ©v3.co.uk


Yahoo buys into direct response advertising
 
 
 
Top Stories
Business-focused Windows 10 brings back the Start menu
Microsoft skips 9 for the "greatest enterprise platform ever".
 
Feeling Shellshocked?
Stay up to date with patching for the Bash bug.
 
Amazon forced to reboot EC2 to patch Xen bug
Rolling restarts over next week.
 
 
Sign up to receive iTnews email bulletins
   FOLLOW US...
Latest Comments
Polls
Which is the most prevalent cyber attack method your organisation faces?




   |   View results
Phishing and social engineering
  66%
 
Advanced persistent threats
  4%
 
Unpatched or unsupported software vulnerabilities
  11%
 
Denial of service attacks
  6%
 
Insider threats
  12%
TOTAL VOTES: 1357

Vote