Yahoo Confirms Acquisition of Young Mobile Ad Network

Yahoo Confirms Acquisition of Young Mobile Ad NetworkOne day removed from its revelation that some 340 million mobile users now engage with Yahoo monthly, Marissa Mayer and company are moving ahead with another acquisition that seems to make perfect sense.

Yahoo is acquiring Admovate, a mobile advertising startup that is said to be highly proficient with ad targeting, something that could be profoundly beneficial to Yahoo’s mobile ambitions.

“Today, we’re excited to announce the acquisition of Admovate, an advanced mobile ad technology startup,” explains Scott Burke, SVP of Display Advertising and Advertising Technology. “Admovate has created sophisticated technology that helps marketers reach their desired audience at the right time and place.This is especially important for mobile ad experiences that engage consumers on smaller screens.”

This acquisition is part of our efforts to invest further in our ad tech platforms—Apt, Genome, and Right Media—and make buying easier for advertisers and agencies.

“Admovate’s personalization technology accelerates our capabilities in mobile advertising, and we gain an exceptionally talented technical team,” Burke explains. “Admovate’s engineers will join our Yahoo! display advertising team in Sunnyvale.”

Yahoo says it plans to bring new ad products to its global advertisers and partners in the coming months.