Marketing Pilgrim

Just one month after their announcement, the $300 million Yahoo cash acquisition of BlueLithium is given the go ahead by the Federal Trade Commission, the U.S. regulating body that . . . regulates . . . things like this.

paidContent.org notes that the BlueLithium+RightMedia+SmartAds combination could be especially potent:

San Jose, CA-based BlueLithium will bring a few additional services to Yahoo, on top of those that the internet portal also gained from its $680 million purchase of Right Media and its own ad targeting program SmartAds—behavioral targeting tied to users’ interests; remarketing ads to users who have previously interacted with an ad or web page; custom segmentation; and spot buying.

Together, these three programs could potentially work together to provide the ads’ creative, targeting, and distribution across the Internet. BlueLithium is the fifth-largest online ad network in the U.S. Yahoo and Right Media are pretty big, too. So why do you think this deal gets the rubber stamp and the Google deal is still under the microscope?

Meanwhile, I’ve been hard at work on some awesome slogans for them. Like YahooLithium: “You thought you were manic depressive,” and “Call us all wet. I dare you.” (You remember that lithium, like the other alkali metals, ignites when exposed to water, right?) Hm . .. maybe going with just ‘Yahoo,’ would be good.