Yahoo! announced last week that they closed their deal to acquire Interclick. Yahoo! made its intentions of acquiring the audience-targeting solutions firm known on November 1st of this year and it took a little over a month to complete the deal.

Yahoo! is excited about their new found possibilities and will look to enhance their advertising platform display. Some noteworthy points mentioned were:

  • Audience-targeting technologies and campaign-reporting tools will help advertisers hit the right audiences for improved campaign performance, and help publishers earn more for their inventory.
  • Campaign-reporting tools will help Yahoo! provide richer and more detailed insights on campaign performance to their advertisers.
  • The Interclick team is experienced in selling audiences across disparate sources of pooled inventory, which is key to succeeding in today’s large, complex digital marketplace.
  • The new premium supply will extend Yahoo!’s reach and grow their audience.

In the months to come Yahoo! will look to build on the strategies that made Interclick successful and begin to incorporate Interclick’s capabilities into the Yahoo! ad platform.

Will Interclick and Yahoo!’s merger be successful? Tweet us @jasegroup and let us know what you think. As always, please feel free to share this content.

Yahoo Ballpark Adimage credit: jkenning on flickr

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