The Daily Mail owner is considering a bid for Yahoo's core assets, from search and email to mobile and video, but the company seems most interested in the news and media properties in the deal as a way to increase online advertising sales, Search Marketing Daily confirmed Monday.
"Discussions are at a very early stage and there is no certainty that any transaction will take place," a Daily Mail spokesperson told Search Marketing Daily.
The company, which plans to give updates as "appropriate," said that "given the success of DailyMail.com and Elite Daily, we have been in discussions with a number of parties who are potential bidders."
Last year, Daily Mail acquired Elite Daily, a U.S. online publisher targeting Millennials, for between $40 million and $50 million. DMGT revealed last year that 40% of its monthly audience of 212 million unique visitors to Mail Online came from the U.S.
The Wall Street Journal was the first to report that the U.K.-based Daily Mail and General Trust (DMGT) began discussing an offer with private equity firms.
The Daily Mail has not yet met with Yahoo executives. Yahoo has held meetings with Verizon, IAC/InterActiveCorp, and CBS, reports the WSJ, citing a person familiar with talks.
Bids for Yahoo are due on April 18, 2016. Yahoo originally set the bid data at April 11, but was looking for other newcomers to join the process.