Yahoo! acquires web marketing analytics firm

9 Apr 2008

Yahoo! is to acquire Hungarian web analytics software firm IndexTools for an undisclosed sum.

Upon completion of the acquisition, IndexTools’ assets will help Yahoo! expand its clients’ online marketing efforts.

The company announced that it has entered into a definitive agreement to acquire substantially all of the assets of IndexTools, also known as Tensa Kft.

The acquired technology will add capabilities to deliver relevant insights and metrics for online campaigns that run across the Yahoo! network. Over 150,000 small- to medium-sized enterprises (SMEs) using Yahoo! for online marketing will initially benefit from improved metrics as a result, said Yahoo!

The company expects to add capabilities enabling third-party developers to monitor and optimise the traffic performance of their applications later on in the year.

“We expect that the IndexTools’ technology platform will provide our customers with the opportunity to more quickly uncover and act on these insights,” said Bassel Ojjeh, senior vice-president and head of Yahoo!’s strategic data solutions group.

“Our commitment to generating the most important insights, and placing them at our customers’ fingertips, makes the IndexTools platform a wonderful match with Yahoo! and we are thrilled to have this opportunity to help advance online advertising as part of one of the world’s leading brands,” said Marton Szoke, managing director of Tensa.

The transaction is subject to customary closing conditions and is expected to be completed in the first half of 2008.

By Niall Byrne