Yahoo has entered a agreement to purchase a company called, Blue Lithium.
A report on the buy is HERE.
I've been watching Blue Lithium closely for a few years now, and met with some of their leadeship team at Ad-Tech last year.
To put it bluntly, they are a impressive group of people who are focused on some of the same that challenges that we are when it comes to facing the internet media industry today. The have built tools that are scalable, and focus on driving value for both publishers and advertisers.
Todd Teresi writes on his blog:
"Advertisers seek essentially three different outcomes when they buy display (or graphical) ads online — either to build brand awareness, promote something new, or drive some kind of transaction (a lead, a sale, a new customer). The latter, known as performance marketing, has been exploding online over the past year because it’s typically served around social media content, where there’s no shortage of inventory."
This is a amazing acquistion by Yahoo, for a variety of reasons.
1) Yahoo has the largest "display" network online. Meaning, they have the most amount of users, page views, and ads to sell....bar none.
2) Yahoo is sitting on the MOST amount of users data, both contextual and behavioral in the online world.
3) Yahoo has the ability to target more effectively for advertisers.
4) Yahoo has the ability to monetize it's own inventory (ad space) much better throught this acquistion.
Blue Lithium will enhance Yahoo in many ways, and I'm excited as a long time Yahoo fan of this incredible forward thinking decision by Yahoo's management team.
I'm long Yahoo.....
Rock on.
