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."
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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.
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Wednesday, July 23, 2014