The share price of Yahoo is on the rise, but the display revenue of the multinational corporation during the second quarter of this year has slipped down by 12 percent for a year-over-year comparison. In addition to this, the search revenue of Yahoo also showed a 9 percent year-over-year decline, as it currently stands at 418 million. Still this fall in revenues could not stop Yahoo from acquiring another company. This time it got hold of a startup called AdMovate that assists advertisers to “deliver personalized, hyper-local targeted offers through the mobile channel.”
Due to this speciality, AdMovate’s team will join the advertising team of Yahoo, as the company says it will “execute [its] vision faster and address the most important mobile advertising challenges for [its] customers.” Also Yahoo made it clear on this occasion that its latest acquisition is actually an investment in its advertisement platforms, which includes Right Media, Genome and Apt. Besides this Yahoo also made it known that future contributions of AdMovate will be related to mobile:
“Admovate’s personalization technology accelerates our capabilities in mobile advertising, and we gain an exceptionally talented technical team. Admovate’s engineers will join our Yahoo! display advertising team in Sunnyvale.”
Previous acquisitions that Yahoo made including Tumblr, Astrid, Summly, Loki Studios, Milewise, PlayerScale, Go Poll Go, Ghostbird Software and Rondee, were more focused on bringing new talent to the company, but when it comes to AdMovate it seems that it was bought to directly impact the bottom line of the corporation. Looking at the weak financial earnings of Yahoo during the second quarter of 2013 this fresh acquisition seems like a smart move by CEO Marissa Mayer.
So let’s hope that AdMovate will help Yahoo in turning around things, especially its business model. On this occasion AdMovate has also made a post on its site, which reveals about the acquisition in this way:
“We are very excited to share some big news: We’ve been acquired by Yahoo!.
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.
We’d like to thank everyone who supported us along the way: Our partners, our advisors and our investors.
Sincerely,
The AdMovate Team”
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