SUNNY VALE, California: Yahoo! has upped the stakes in its battle with online search rival Google through a $300 million (€220.7m; £149m) acquisition of fast-growing online advertising group Blue Lithium.
The firm, founded in 2004 and headquartered in San Jose, specialises in analysing data on web usage. Yahoo believes the acquisition will strengthen its ability to deliver targeted, relevant campaigns for online advertisers.
Ceo Jerry Yang, appointed in June to replace Terry Semel, says the deal will be "an integral part of our drive to build the industry's leading advertising and publishing network".
And Blue Lithium's ceo, Gurbaksh Chahal, choruses: "We share a common goal of providing both advertisers and publishers with high quality inventory and essential targeting and analytical tools that are necessary to reach the right consumers at the right times."
Data sourced from AdAge.com; additional content by WARC staff