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.
Want to learn more? Join us at ClickZ Live New York 2015
[ALERT] Super Saver Rates Expire January 30. With over 15 years of experience delivering industry leading events, ClickZ Live brings together over 50 expert speakers to deliver an action-packed, educationally-focused agenda covering all aspects of digital marketing. Quick! - Register today to secure your place at the best rate.
Singapore, 5-6 March
Bangkok, 17-18 March
Hong Kong, April 2015
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.
January 29, 2015
1:00pm ET/10:00am PT