Search Marketing Blog
BlueLithium Acquired by Yahoo!
Posted by Kent Schnepp on 09.05.2007
Yahoo recently announced that it was buying BlueLithium, a behavior and demographic ad network, for $300 million in cash. BlueLithium claims to be the fifth largest ad network in the United States, and the second largest in the UK with a combined 145 million unique visitors every month. The company has two proprietary technologies called AdPath Behavioral Targeting and Selective Inventory Partnerships. The company was founded in 2004 and has 10 offices globally.
According to Yahoo:
The acquisition of BlueLithium enables Yahoo! to accelerate its advertising, product, and engineering roadmaps, and gives the company increased capabilities to sell and measure performance-based campaigns both on and off the Yahoo! network.
The acquisition of BlueLithium will benefit Yahoo’s advertisers and publishers by providing them with improved ad inventory, ad targeting, analysis tools and a substantially larger advertising network.
