Marketing Pilgrim

Yahoo has just announced their plans to acquire ad network company BlueLithium for $300 million in cash.

“BlueLithium’s products, technology and team will be an integral part of our drive to build the industry’s leading advertising and publishing network,” said Jerry Yang, chief executive officer, Yahoo! Inc. “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.”

BlueLithium is the 5th largest ad network in the US and 2nd largest in the UK with 145 million unique visitors each month. What’s Yahoo actually buying?

BlueLithium’s product capabilities include: audience targeting based on consumer interests; remarketing 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.

The deal is expected to close in the 4th quarter.

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