Israel-based company's technology will be deployed through Microsoft's Advertiser and Publisher Solutions group.
Microsoft has agreed to acquire YaData, an Israeli firm specializing in customer segmentation technology. YaData will be incorporated into Microsoft's Israel research and development center in Herzliya, and its technology will be incorporated through Microsoft's Advertiser and Publisher Solutions group.
The acquisition will allow Microsoft to improve the behavioral targeting tools within its online advertising platform, allowing marketers to provide more focused and relevant advertising. The inclusion of the YaData technology is intended to allow audience segmentation and targeting without using personally identifiable information, according to the company.
"This will help Microsoft provide better ROI for advertisers, higher yield for publishers and more relevant advertising for consumers through advanced targeting and optimization," a Microsoft spokesperson told ClickZ in an e-mail.
YaData was founded in July 2006 and is headquartered in Tel Aviv. Financial details of the deal were not disclosed, but Microsoft expects the acquisition to be finalized pending regulatory approvals.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.
October 13, 2015
1pm ET/ 10am PT
November 12, 2015