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Online ad network BlueLithium, the fifth largest in the US, joins the Yahoo fold to give the company a boost in its performance marketing efforts.

Yahoo Takes BlueLithium For $300M

Yahoo Publisher Network's Todd Teresi disclosed the acquisition on the Yodel Anecdotal blog. The company will pay about $300 million in cash for BlueLithium.

Teresi said the purchase fills a gap in what Yahoo can offer its advertising clients. "They provide the dashboards and insights our performance customers have been asking for - capabilities that have been a bit of an Achilles heel for us," he said.

Performance marketing is simply the quest to turn a website visitor into a converting customer. That conversion can be a purchase or any other activity an advertiser deems worthy of marketing dollars spent through an ad campaign.

Teresi noted 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."

Along with being the fifth-largest US ad network as measured by comScore Media Metrix, BlueLithium also rated second-largest in the U.K. BlueLithium sees some 145 million unique visitors each month.