Under CEO Marissa Mayer, Yahoo’s been gobbling up startups like an Aardvark at an anthill. Leveraging its massive war chest, the company’s current strategy appears to be buying everything it needs to recover its former greatness. While the outcome of this strategy remains to be seen, Yahoo appears to have big plans.
Most recently, Yahoo acquired mobile advertising startup, Admovate. This acquisition signals a push to improve Yahoo’s mobile advertising, which still relies on traditional display ads. So, expect some new advertising products from Yahoo down the line.
The acquisition was announced on Yahoo’s Tumblr by SVP of Display Advertising and Advertising Technology, Scott Burke:
For the past year, Yahoo! has focused on rolling out innovative, beautiful and fast new products across desktop and mobile devices. At the same time, we’ve created innovative advertising experiences, and we are investing more deeply in programmatic buying and mobile advertising.
Today, we’re excited to announce the acquisition of Admovate, an advanced mobile ad technology startup. Admovate has created sophisticated technology that helps marketers reach their desired audience at the right time and place.This is especially important for mobile ad experiences that engage consumers on smaller screens.
This acquisition is part of our efforts to invest further in our ad tech platforms—Apt, Genome, and Right Media—and make buying easier for advertisers and agencies. Admovate’s personalization technology accelerates our capabilities in mobile advertising, and we gain an exceptionally talented technical team. Admovate’s engineers will join our Yahoo! display advertising team in Sunnyvale.
Yahoo! is dedicated to crafting unique mobile experiences for our users, including new advertising opportunities, and Admovate will help fuel these efforts. We are thrilled to have them on board and can’t wait to bring new ad products to our global advertisers and partners in the coming months.
Welcome Admovate to Yahoo!. There’s more in store, so stay tuned!