IndustryYahoo to Acquire Behavioral Targeting Ad Network

Yahoo to Acquire Behavioral Targeting Ad Network

Yahoo has entered an agreement to acquire BlueLithium, the fifth-largest U.S. ad network, for approximately $300 million in cash. Much of BlueLithium’s offering centers on its behavioral targeting technology, including a search retargeting version of its AdPath solution.

BlueLithium will fit into the newly formed Global Partner Solutions division under Hilary Schneider along with recently acquired Right Media. BlueLithium will become a wholly-owned subsidiary of Yahoo. CEO Gurbaksh Chahal will remain with BlueLithium for an undisclosed period through the integration.

Resources

The 2023 B2B Superpowers Index
whitepaper | Analytics

The 2023 B2B Superpowers Index

8m
Data Analytics in Marketing
whitepaper | Analytics

Data Analytics in Marketing

10m
The Third-Party Data Deprecation Playbook
whitepaper | Digital Marketing

The Third-Party Data Deprecation Playbook

1y
Utilizing Email To Stop Fraud-eCommerce Client Fraud Case Study
whitepaper | Digital Marketing

Utilizing Email To Stop Fraud-eCommerce Client Fraud Case Study

1y