Yahoo agreed to acquire advertising technology firm Interclick for $270 million, the company said on Nov. 1. The acquisition is expected to close by early 2012.
“This investment underscores our focus on enhancing the performance of both our guaranteed and non-guaranteed display business across Yahoo and our partner sites and, combined with Yahoo’s reach and advertising leadership, will deliver a powerful solution for marketers,” Ross Levinsohn, EVP of Americas at Yahoo, said in a company statement.
Yahoo declined to provide additional comment on the acquisition. Interclick did not immediately respond to request for comment.
New York-based Interclick aggregates and analyzes data via products such as its Open Segment Manager (OSM) platform to help online advertisers target audiences.
Yahoo’s revenue from display advertising ticked down in the third quarter by 2% year-over-year to $502 million. In September, Yahoo, Microsoft Corp. and AOL reportedly agreed on a partnership to sell display ad inventory on each others’ sites.
