Internet giant Yahoo! has acquired Admovate, a mobile ad technology start-up in an effort to boost its mobile advertising. Terms of the deal have not been disclosed.
“Admovate has created sophisticated technology that helps marketers reach their desired audience at the right time and place. This is especially important for mobile ad experiences that engage consumers on smaller screens,” Scott Burke, Yahoo!’s SVP of Display Advertising and Advertising Technology wrote on the Yahoo! blog.
Burke added that the acquisition is part of Yahoo!’s efforts to further invest in its ad tech platforms and to facilitate buying for advertisers and agencies.
“Admovate’s personalisation technology accelerates our capabilities in mobile advertising, and we gain an exceptionally talented technical team,” wrote Burke.
Under the deal, Admovate’s engineers will join Yahoo!’s display advertising team in Sunnyvale, California.