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
How hard do you hack back?
[Blog post] Taking the offensive could have unintended consequences.
Five zero-cost ways to improve MySQL performance
How to easily boost MySQL throughput by up to 5x.
The big winners from Defence’s back-office IT refresh
Updated: The full list of subcontractors.
Sign up to receive iTnews email bulletins
Latest Comments
Which is the most prevalent cyber attack method your organisation faces?

   |   View results
Phishing and social engineering
Advanced persistent threats
Unpatched or unsupported software vulnerabilities
Denial of service attacks
Insider threats