Yahoo! acquires ad technology company

Yahoo! has acquired online ad company Dapper for an undisclosed sum as part of its plans to extend the firm's technology into Smart Ads, its display advertising service.

Dapper: acquired by Yahoo!
Dapper: acquired by Yahoo!

Yahoo! has partnered with the ad company before but said that owning the company's technology will help it deliver solutions to a broader range of advertisers and integrate Dapper's ad serving into its key platforms.

Yahoo! said Dapper's capabilities will help accelerate the adoption of its Smart Ads targeting platform. The ad service automatically converts campaign creative into customised display ads, based on a user's age, location, gender and online activity.

US-based Dapper was founded four years ago and has offices in San Francisco, New York and Tel Aviv.

In a blog post discussing the acquisition, Eran Shir, Dapper co-founder, said display advertising is "the largest, and most important, content distribution platform on the web, but one that is primarily used to distribute annoying images that bring little value".

"The synergy between our tech and Yahoo!'s scale can really make an impact on the web's ads."

Earlier this month Yahoo! unveiled a new ad format in the form of a takeover on its email log-in page. The new ads were designed to offer advertisers a larger canvas to make display ads more creative and reduce ad blindness.

According to the latest research from the Internet Advertising Bureau and PricewaterhouseCoopers, spending on display ads increased by 6.4% to £381m, the majority of which is on embedded formats such as banner ads.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Gravity Road: new Bombay Sapphire Imagination Series 'exceeds' our 2013 Bafta win

Gravity Road: new Bombay Sapphire Imagination Series 'exceeds' our 2013 Bafta win

Bombay Sapphire has launched the second year of its 'Imagination Series' of five sponsored short films, after one from last year's series won a Bafta for Gravity Road in January.

Share
Outdoor Campaign of the Month: Just Eat
[Sponsored feature]
Share
Bauer launches daily football stats email The Equaliser

Bauer launches daily football stats email The Equaliser

Bauer Media has launched The Equaliser, a football-based daily email combining sports statistics and analysis, targeting desktop and mobile users.

Share

Get news by email