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.
2015 Holiday Email Guide
The holidays are just around the corner. Download this whitepaper to find out how to create successful holiday email campaigns that drive engagement and revenue.
Three Ways to Make Your Big Data More Valuable
Big data holds a lot of promise for marketers, but are marketers ready to make the most of it to drive better business decisions and improve ROI? This study looks at the hidden challenges modern marketers face when trying to put big data to use.
December 2, 2015
1pm ET/ 10am PT
Wednesday, December 9, 2015
5pm HKT / 5am ET