At the beginning of November, Yahoo announced its intent to acquire Interclick for $270 million. Interclick is an ad technology firm.
“This investment underscores our focus on enhancing the performance of both our guaranteed and non-guaranteed display business across Yahoo and our partner sites and, combined with Yahoo!’s reach and advertising leadership, will deliver a powerful solution for marketers,” said Ross Levinsohn, EVP, Americas region. “interclick’s innovative platform will allow Yahoo! to expand its targeting and data capabilities to deliver campaigns with stronger performance metrics.”
Today, Yahoo announced that the acquisition has closed.
Yahoo VP, Sales Seth Dallaire says Interclick brings new solutions and expertise that will benefit Yahoo advertisers and publishers in the following ways:
- Audience-targeting technologies and campaign-reporting tools will help advertisers hit the right audiences for improved campaign performance, and help publishers earn more for their inventory.
- Campaign-reporting tools will help Yahoo! provide richer and more detailed insights on campaign performance to our advertisers.
- The interclick team is experienced in selling audiences across disparate sources of pooled inventory, which is key to succeeding in today’s large, complex digital marketplace.
- The new premium supply will extend Yahoo!’s reach and grow our audience.
Yahoo says that with the deal now closed, it will begin to incorporate interclick capabilities into the Yahoo ad platform, and Yahoo Network Plus. It will also integrate the two teams.