“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.