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Yahoo Acquires Display Ad Specialist Dapper

Dapper's claim: "We've cracked the code on display advertising"

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Dapper, a company that deals in both creating and optimizing display ad campaigns, is now the property of Yahoo, Inc.  Yahoo announced the acquisition this afternoon.

There are at least a couple reasons for Yahoo fans to be excited about this development.  One is Dapper’s impressive list of clients and partners, which includes organizations like AdBrite, AOL, DoubleClick, Expedia, Kayak, Microsoft, and PubMatic.

Another reason is that Yahoo is also a current partner of Dapper’s, so Yahoo execs are sure to know what they’re getting into.

Of course, the potential downside there is that onlookers might not see any startling improvements.

Frank Weishaupt, VP of North America Ad Marketplaces at Yahoo, indicated in a statement, though, "Smart Ads will continue to be an important component of display advertising and the acquisition of Dapper will help Yahoo! to more efficiently deliver dynamic and personalized ads for customers across more of our network."

And if you’d like a fuller description of what Dapper does, an official release added that it’s "a technology platform providing dynamic display ad creation and optimization.  Dapper enables advertisers and agencies to quickly and easily build dynamic ad creative, leveraging data to automatically show the right product, offer, or message with each impression."

Unfortunately, Yahoo and Dapper did not disclose the financial details of the acquisition.

Yahoo Acquires Display Ad Specialist Dapper
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  • FedUp2

    This move provides an amazing opportunity for niche product advertisers to corner a market segment Yahoo caters to specifically. Yahoo hosts tens of thousands of registered sex offenders, perverts and pedophiles on their groups and social networks, like Flickr. Any advertiser can now create content specific ad campaigns that target this growing segment of the population that Yahoo serves so well. Those companies selling rope, duct tape, KY Jelly, S&M torture paraphernalia, and other sex stalker related commodities can directly connect much better now to Yahoo’s massive alternative lifestyle audience. Yahoo is a premier online hang-out host that harbors countless untapped online sex fiends on unlabeled, adult oriented social networks that they are able to sneak into grade schools and libraries, to give their costumers the best access to kids, and to all you advertisers as well.

  • http://www.leopardgeckocaretips.com joelbishop

    way excellent

  • fedup2fan

    That was pretty damn funny Mr Fedup2. On the flip side, I don’t see websites relying on Google for their traffic then turning to yahoo to monetize it.

    Don’t muzzle the ox

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