Yahoo! Recently disclosed their plan to acquire the ad network company BlueLithium. The deal will be finalised with a voluminous sum of $300 million in cash. With the acquisition of BlueLithium, now Yahoo! can easily accelerate its advertising, product, and engineering roadmaps, and will also increase the capabilities of the company to sell and measure performance-based campaigns both on and off the Yahoo! network.

This is a very big deal for Yahoo! as BlueLithium is the 5th largest ad network in the US and 2nd largest in the UK with 145 million unique visitors each month. Jerry Yang, chief executive officer, Yahoo! Inc. 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.”

Both BlueLithium and Yahoo! have a common goal of providing the advertisers along with the publishers with best inventory and the essential targeting and analytical tools that are quite essential to reach the targeted consumers at the right times. In creating the largest and most effective online ad network globally, the acquisition of BlueLithium will add a new spark with its product capabilities like:

• Audience targeting based on consumer interests
• Re-marketing ads to consumers across the Web who have interacted with an ad or web page
• Custom segmentation
• Spot buying capabilities to extend reach and frequency against a marketer’s target audience.

This high profile deal is expected to close in the 4th quarter. Together Yahoo! and BlueLithium will bring the next evolution in the online advertising industry.

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