Yahoo announced that it has reached a deal to acquire BlueLithium for $300 million.
BlueLithium is a company that sells banner advertising on thousands of Internet Web sites where marketers pay for the ads based on their performance. Unlike some of the earlier Web sites that simply tracked user searches on the Internet BlueLithium is a large advertising network that specializes in “behavioral advertisement targeting” to specific groups of Internet surfers visiting various sites.
Yahoo currently already offers a similar type of behavioral targeting to its site advertisers. The BlueLithium acquisition will further consolidate this type of advertising industry in the U.S.
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