300 million, reports Advertising Age.
The purchase is the latest in moves by major players to coin the
behavioral advertising market.
Blue Lithium adds a significant number of capabilities and inventory
to Yahoo's existing ad offering.
The newly-acquired company boasts relationships with major publishers,
which will continue after the purchase. Its inventory will be
incorporated into Right Media Exchange, which Yahoo just acquired in
full a few months ago.
Blue Lithium will run ads on Yahoo's network of fully-owned sites and
services, bringing significant targeting power to ad delivery,
something Yahoo aggressively began to target with the introduction of
its SmartAds offering to the market.
Yahoo hopes adding a performance-based system will bolster the income
from marketers looking for more than just brand impressions,
characterized as a strength for the company.
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