Yahoo Acquires Popular Behavioral Ad Firm
news.yahoo.com) senior vice president of the Yahoo Publisher Network, Todd Teresi, responded to this purchase of the three year-old, invitation-only BlueLithium network via telephone by saying that this (purchase) “will give us (Yahoo) the ability to (deliver) more relevant advertising to consumers not only on the Yahoo network but also off of the network.” Yahoo’s user base of over 250 million is expected to greatly expand, with the addition of BlueLithium’s nearly 120 million users, and the geo-targeting capabilities of the new tracking technology will allow said users to connect to online customer segments, featuring marketers that offer products and services tailored to their particular interests, and in some cases, location. Search Engine Optimization, which targets the behavior of Internet users via the use of searched keywords and other related methods, will likely see benefits from this newer type of behavioral marketing technology, since it will provide a clear, more defined scope of an individual’s search preferences and favorite sites.
It is reported that this acquisition of BlueLithium is expected to be finalized by the fourth quarter of this year, pending regulatory approval and other conditions.
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