Yahoo just bought the fifth biggest US ad network for $300 million. Their acquisition of BlueLithium is Yahoo's "latest move to consolidate the behavioral ad targeting market," Reuters reported.
The tech-focused California company tracks the sites consumers visit to monitor behaviors in order to deliver more targeted ads.
In the past Yahoo used their own ad system like Google ads, so often their advertising wasn't as relevant to their content. The new technology will tailor their targeted ads much more to topics their users are actually interested in. When you're surfing for new cars, you'll just get the ads relevant to new cars, not a jumbled mess of other motor technologies like ATVs and motorcycles.
This will be great for Yahoo because advertisers will be willing to pay a heck of a lot more if they know their audience will be interested.
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