Dive summary:
- Yahoo announced, at new CEO Marissa Mayer's one-year anniversary, the acquisition of Admovate, a mobile ad technology firm.
- The purchase of Admovate shows Yahoo is becoming more serious about mobile ads; previously the focus was still on display ads, which were bringing in disappointing revenue numbers.
- Ad buyers have shifted to Google, Facebook and Twitter because of their better offerings on both desktop and mobile; with this acquisition, Yahoo hopes to gain some of that revenue back.
From the article:
"'We are investing more deeply in programmatic buying and mobile advertising,' Scott Burke, Yahoo's senior vice president of display advertising and advertising technology, wrote in a statement. Admovate's engineers will join Yahoo's display advertising team in Sunnyvale, working to improve Yahoo's existing mobile ad offerings and developing new ones."