A day after the company posted its Q2 revenues (which are down, by the way), Yahoo announced yet another acquisition – Admovate, a mobile ad tech startup.
Yahoo says the acquisition is part of its efforts to further invest in its own ad tech platforms – APT, Genome and Right Media.
“For the past year, Yahoo! has focused on rolling out innovative, beautiful and fast new products across desktop and mobile devices,” says Yahoo SVP of Display Advertising and Advertising Technology Scott Burke. “At the same time, we’ve created innovative advertising experiences, and we are investing more deeply in programmatic buying and mobile advertising.”
“Admovate’s personalization technology accelerates our capabilities in mobile advertising, and we gain an exceptionally talented technical team,” says Burke.
The Admovate team writes in a message on its homepage:
When we started AdMovate in 2012, we built a product enabling advertisers to create and deliver personalized, hyper-local targeted offers through the mobile channel. We’ve always been passionate about helping marketers engage their consumers at the right time and place through personalized messages.
In Yahoo!, we found a team which shares our vision and is investing to make it real on a massive scale. We’re thrilled to join Yahoo!’s advertising team where together we will execute that vision faster and address the most important mobile advertising challenges for our customers.
The team will join Yahoo’s display advertising team in Sunnyvale.
Terms of the acquisition were not disclosed.
Image: Marissa’s Tumblr