Yahoo acquiring behavioral ad firm BlueLithium

Internet giants Yahoo has announced that they are now acquiring BlueLithium which is the fifth-largest U.S. online ad network.

The deal is worth close to around USD 300 million and would be conducted in a cash only transaction.

BlueLithium specializes in developing technologies which tracks consumer behavior as users move from site to site.

This enables them to offer more effective online advertising to companies. This acquisition is expected to boost Yahoo’s online advertising services in the market dominated by Google.

Todd Teresi, senior vice president of the Yahoo Publisher Network added in a statement on this deal: “This really gives us the ability to (deliver) more relevant advertising to consumers not only on the Yahoo network but also off the network.”