Yahoo! has entered a deal to buy BlueLithium, an online global ad network that offers an array DR products and capabilities, for 300 million in cash.
"BlueLithium’s products, technology and team will be an integral part of our drive to build the industry’s leading advertising and publishing network," said Jerry Yang, Yahoo! CEO. "This acquisition will extend our ability to deliver powerful data analytics, advanced targeting and innovative media buying strategies to our customers, who are increasingly looking for these insights. 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."
BlueLithium’s product capabilities include audience targeting based on consumer interests; remarketing ads to consumers across the Web who have interacted with an ad or web page; custom segmentation; spot buying capabilities to extend reach and frequency against a marketer’s target audience.
BlueLithium will become a wholly-owned subsidiary of Yahoo!. CEO Gurbaksh Chahal will remain for an interim period through the integration.