Yahoo buys Admovate to ramp up its mobile advertising

The technology could bring new mobile ad products in the coming months, Yahoo says

Yahoo has bought ad tech startup Admovate to grow its mobile advertising sales and provide a stronger channel for personalised display advertising.

Terms of the deal, yet another in a major buying spree for Yahoo this year, were not disclosed.

Four employees at Admovate, which has been headquartered in Mountain View, California, will be joining Yahoo's display advertising team at Yahoo's headquarters in Sunnyvale, California, a Yahoo spokeswoman said in an email.

Through its technology, Admovate claims to enable advertisers to create and deliver personalised, hyper-local targeted offers through the mobile channel. "This is especially important for mobile ad experiences that engage consumers on smaller screens," said Scott Burke, senior VP of display advertising and advertising technology at Yahoo, in a Wednesday blog post.

Admovate's services would provide a much-needed boost to Yahoo's display ad revenue, which fell by 11 per cent for the quarter ended June 30, Yahoo reported Tuesday.

Following Marissa Mayer's appointment last July as CEO of Yahoo, the company has gobbled up more than a dozen small tech startups, but Admovate stands out as an advertising purchase, and one that is not focused on consumer products.

Yahoo, which has struggled to compete against Google and Facebook's mammoth advertising operations in recent years, introduced two new ad formats in April: stream ads, a form of sponsored advertising incorporated into the company's newly launched news stream; and the Yahoo.com Billboard, providing richer content like movie trailers that let users buy tickets from within the ad.

In February, Yahoo reached a global advertising deal with Google to place more ads across its Web properties like Yahoo Sports and Yahoo News.

The company also operates its Right Media Exchange, an ad-buying platform for digital advertising companies, which includes differentiated ad networks, direct advertisers, data providers and global agencies.

The acquisition is part of the company's efforts to invest further in these types of ad tech platforms, Yahoo said, to "make buying easier for advertisers and agencies." The deal could yield new ad products for Yahoo's global advertisers and partners in the coming months, the company said.

"We are investing more deeply in programmatic buying and mobile advertising," Yahoo's Burke said, adding, "Admovate's personalization technology accelerates our capabilities in mobile advertising, and we gain an exceptionally talented technical team."

Yahoo's smaller acquisitions this year, which also include Xobni, GoPollGo and Astrid, may indeed be geared more toward acquiring talent than the products themselves, Mayer and CFO Ken Goldman signaled Tuesday during the company's second-quarter earnings call.

"In lieu of hiring, we've acquired these companies ... for talent and expertise," Goldman said. And, "We're going to continue the pace of doing these smaller deals," Mayer said, which she referred to as tuck-in acquisitions.

In the past 12 months, Yahoo has grown its dedicated mobile team by a factor of six, Mayer said, going from dozens of engineers to hundreds of engineers.

Beefing up its ad technologies, particularly in display, will be a focus at Yahoo during the remainder of the year, Mayer also said during Tuesday's call.

Few additional details about Admovate's products or services, which may not even have launched yet, are given on the company's website.

"We'd like to thank everyone who supported us along the way: Our partners, our advisors and our investors," the landing page reads. Admovate was founded just last year.

Zach Miners covers social networking, search and general technology news for IDG News Service. Follow Zach on Twitter at @zachminers. Zach's e-mail address is zach_miners@idg.com

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Is your customer experience program suffering bright shiny object syndrome?

You may have heard of ‘bright shiny object syndrome’. The term is used to describe new initiatives undertaken by organisations that either lack a strategic approach, or suffer from a failure to effectively implement.

Leveraging technology to stand out in the sea of sameness

The technology I'm talking about here is data and marketing automation. Current digital marketing methodology, much as it is practiced at Bluewolf, dictates the need for a strategy that does four things: Finds the right audience, uses the right channel, delivers the right content, and does all of that at the right time.

Eric Berridge

CEO and co-founder of Bluewolf, an IBM Company

Lead Management is very important part of the process. For anyone running Facebook Lead Ads I would recommend using this service.Get your...

Dirk Lo

How this fintech startup is improving content marketing and lead generation

Read more

I am agreeing with Mr. Tyron Hayes that a measured test-and-learn approach could be missing opportunities to not only better engage custo...

rush essay reviews

CMO interview: How Curtin University’s marketing chief is using test and learn to cope with complexity

Read more

Excellent!

Dr Sadasivan,US

Shakespeare shows data and creativity aren’t Montagues and Capulets

Read more

Great article! Agreed with all... Matthew Lerner, Deeps De Silva... When a company has a great product that solves customers needs, a gre...

James Tyler

Why marketers are embracing growth hacking techniques

Read more

Very good article, Social media analytics helps in problem identification. They can serve as an early warning system for negative custome...

BizVinu

Four ways to use social media to boost customer loyalty

Read more

Latest Podcast

More podcasts

Sign in