A statement from Yahoo! has announced its acquisition of San Francisco-based Dapper, a US start-up company that provides dynamic display ads.
“Smart Ads will continue to be an important component of display advertising and the acquisition of Dapper will help Yahoo! to more efficiently deliver dynamic and personalised ads for customers across more of our network,” said Frank Weishaupt, vice-president, North America ad marketplaces at Yahoo!.
Eran Shir and Jon Aizen founded Dapper in 2006, with a vision to transform display advertising with personalised, relevant content.
“The Dapper team is thrilled to be joining Yahoo!, already the largest and most successful force in display advertising," said James Beriker, president and CEO of Dapper.
“The addition of our technology platform will bring advertisers and agencies a highly scalable solution for building and optimising dynamic ad campaigns with the reach and quality of Yahoo!’s network,” Beriker added.
Financial terms of the transaction were not disclosed.