Yahoo! has acquired BlueLithium, the online global ad network, for approximately $300 million in cash.
According to comScore Media Metrix, BlueLithium is the fifth largest ad network in the US and second largest in the UK with 145 million unique visitors each month.
Jerry Yang, chief executive officer, Yahoo!, said: “BlueLithium’s products, technology and team will be an integral part of our drive to build the industry’s leading advertising and publishing network.
“This acquisition will extend our ability to deliver powerful data analytics, advanced targeting and innovative media buying strategies to our customers, who are increasingly looking for these insights. By leveraging BlueLithium’s complementary expertise and tools, we will be able to better address the needs of our performance-based display advertisers and enhance the value of our publishers’ inventory.”
Gurbaksh Chahal, founder, chairman and chief executive officer for BlueLithium, said: “We believe that Yahoo! is the ideal home for BlueLithium, as we share a common goal of providing both advertisers and publishers with high quality inventory and the essential targeting and analytical tools that are necessary to reach the right consumers at the right times.
“We are extremely excited about becoming a part of the Yahoo! network and believe that together, we’ll have the opportunity to shape the future of the online advertising industry.”
This purchase is the latest in a spate of online advertising acquisitions including Google’s purchase of DoubleClick (see Google Acquires Doubleclick For £3.1 Billion) and Microsoft’s buying of Aquantive (see Microsoft Buys aQuantive For $6 Billion).
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