Digital media company Yahoo! is acquiring data-driven ad network interclick for about US$270m, or US$9 per share.
interclick’s proprietary advertising and technology solutions enable it to improve data-targeted solutions and optimised returns for advertisers across a variety of pooled premium supply sources. interclick has built a data valuation platform optimised to work with large data volumes across multiple providers and marketplaces.
With interclick, Yahoo! will acquire unique data targeting capabilities, optimisation technologies and new premium supply, as well as a team experienced in selling audiences across disparate sources of pooled supply.
"This investment underscores our focus on enhancing the performance of both our guaranteed and non-guaranteed display business across Yahoo! and our partner sites and, combined with Yahoo!’s reach and advertising leadership, will deliver a powerful solution for marketers," said Ross Levinsohn, EVP, Americas region.
"interclick’s innovative platform will allow Yahoo! to expand its targeting and data capabilities to deliver campaigns with stronger performance metrics."
Michael Katz, founder and CEO of interclick, said the combination of Yahoo!’s premium data and inventory with interclick’s platforms will create tremendous value for clients.
The deal is expected to close in early 2012.