Successful CMOs achieve growth by leveraging technology. Join us for GrowthBeat Summit on June 1-2 in Boston
, where we'll discuss how to merge creativity with technology to drive growth. Space is limited. Request your personal invitation here
Yahoo is set to acquire digital advertising company Interclick for $270 million, the companies announced today.
“Interclick’s innovative platform will allow Yahoo! to expand its targeting and data capabilities to deliver campaigns with stronger performance metrics,” said Ross Levinsohn, executive vice president for Yahoo’s America regions, in a statement.
There’s much to be desired when it comes to Yahoo. The company is no longer seen as a technology innovator. It has hit quite a few road bumps in the last quarter, including firing Carol Bartz as chief executive. As for finances, it saw a 24 percent loss in revenue for its third quarter this year. In other words, it’s pretty stale.
Interclick provides a number of solutions for display advertising including an Open Segment Manger, which analyzes your audience and provides concise data; ATS 5/VTS, which controls the ad exchanges; and Marshall, which reports on your activity.
This buy will help Yahoo take control of its advertising and better determine how best to optimize for future ad plans. Yahoo expects to close the acquisition by early 2012.
[Photo by Pres Panayotov/Shutterstock]
VentureBeat is studying marketing automation
, and we’ll share the data with you.