Yahoo to Buy Dapper, Dynamic Display Ad Platform

  |  October 5, 2010   |  Comments

With the $55 million acquisition, Yahoo intends to push dynamic ads to its homepage and log-in page, which have never seen them before.

Yahoo has reached a deal to buy Dapper, a platform for dynamic display advertising and optimization. The acquisition will allow Yahoo to push dynamically created ads to areas of the site that didn't have it previously, in particular the homepage and log-in page.

The transaction price was approximately $55 million, Israeli publication Globes reports and a ClickZ source confirms.

According to Frank Weishaupt, VP, North America ad marketplaces at Yahoo, the company does not allow third parties to serve ads onto those pages since many cannot support the ad volume the placements generate. By bringing Dapper's technology in-house, Yahoo can begin to serve those ads and capitalize on growing interest in the dynamic display ads.

"It gives us the ability to more quickly get advertiser adoption of this technology, so they can see continued improved performance across our network," he said.

Dapper has been an official partner of Yahoo's Smart Ads dynamic ad program, which was created in 2007. The Sunnyvale, CA-based Internet giant embraced third parties last year, since marketers often worked with preferred vendors and it didn't want to turn away their business. Tumri and Google-owned Teracent were among the first to join the partner program, which will carry on after the Dapper deal closes in Q4.

"We will continue to invest in the partner program," Weishaupt said "We still want to make this about advertiser and marketer choice."

Yahoo wouldn't discuss what it paid, and other terms of the deal were not disclosed. Dapper will retain offices in San Francisco and Israel.

Dynamic display advertising works by using behavioral data from Web sites to serve custom offers to users who have already expressed purchase intent - usually without employing a creative team to assemble the ads. The approach is heavily used by the travel, finance, automotive, and e-commerce verticals.

This story has been updated with the information on the price of the transaction.

 

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!*
*Early Bird Rates expire April 17.

ABOUT THE AUTHOR

Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...