Yahoo! (NASDAQ: YHOO) has been very busy lately. Yesterday, Yahoo! annouced they will acquire BlueLithium, the fifth-largest online advertising network, for $300 million. BlueLithium has been in business for just three years, but during that time they've created a technology that claims to deliver more relevant ads by tracking users' behaviors as they move from one site to another across the internet.
According to Reuters, Yahoo! already offers targeted advertising to its 250 million users of Yahoo! Mail and Yahoo! Travel. The addition of BlueLithium's capabilities sounds like a good strategic move for Yahoo! who has already been generating some positive press lately.
Check out these two posts on MarketingBlurb for more information about Yahoo!:
More People Prefer Yahoo! Than Google
Best Kept Search Engine Marketing Secret
Here's what's being said about the acquisition on the BlueLithium homepage:
"The acquisition of BlueLithium enables Yahoo! to accelerate its advertising, product, and engineering roadmaps, and gives the company increased capabilities to sell and measure performance-based campaigns both on and off the Yahoo! network."
What do you think about Yahoo!'s purchase of BlueLithium? Can Yahoo! ever give Google (NASDAQ: GOOG) a run for their money? Can they at least continue to grow enough to stay relevant? I'd like to hope so, and it looks like they're heading in the right direction. What do you think?
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