Home  › Media › Media Buying

Yahoo Buys Interclick For $270M

  |  November 1, 2011   |  Comments

Better ad targeting drives the purchase.

Yahoo has purchased ad network Interclick for $270 million, the companies announced this morning. The acquisition should bolster the online giant's data-targeting capabilities while arming it with, according to Yahoo's prepared release, "a team experienced in selling audiences across disparate sources of pooled supply."

The Sunnyvale, CA-based company has reportedly been exploring ad partnerships with Microsoft and AOL in recent weeks as they each look to attain better position against rival Google. The Interclick purchase could be viewed as a measure of strengthening such a future partnership. Interclick is ranked 16th among all online ad sellers and has a 69 percent reach among U.S. Internet users, according to comScore. The New York technology firm also brings its Open Segment Manager (OMS) platform to Yahoo. OMS is designed to aggregate billions of data-points from third-party providers in order to make online campaigns more effective.

Ross Levinsohn, Yahoo EVP of the Americas, said in the announcement, "This investment underscores our focus on enhancing the performance of both our guaranteed and non-guaranteed display business across Yahoo and our partner sites and, combined with Yahoo!’s reach and advertising leadership, will deliver a powerful solution for marketers."

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

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

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...