“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.
[aditude-amp id="flyingcarpet" targeting='{"env":"staging","page_type":"article","post_id":347025,"post_type":"story","post_chan":"none","tags":null,"ai":false,"category":"none","all_categories":"media,","session":"A"}']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.
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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.
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