Yahoo said Tuesday it acquired ad technology firm Dapper to bolster its core display advertising business. The company's technology allows marketers to serve display ads assembled on the fly to
automatically show the right ad or offer to the right audience at the right time. Online weather service Weather Underground, for instance, has relied on Dapper to generate dynamic ads with creative
drawn from advertisers' product catalogs, Web sites and inventory systems.
Yahoo has already been working with Dapper under a program the Web portal launched last year to partner with outside
ad technology providers to bolster its Smart Ads platform and to extend the customized display ad format to mobile phones.
"Yahoo currently partners with Dapper, along with others in this
space, and owning this technology will help the company deliver innovative solutions to an even broader range of advertisers and integrate dynamic ad serving into key Yahoo
properties," read the company's statement about the acquisition, expected to close by year's end. Terms of the deal were not disclosed. Here's the release.