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.
Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!
Hong Kong, October 21-22
London, November 13-14
San Francisco, November 13-14
London, November 18-19
Google My Business Listings Demystified
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.
5 Ways to Personalize Beyond the Subject Line
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.