Yahoo acquired BlueLithium advertising network

On September 4, Yahoo said it was preparing to spend another $ 300 million to buy the famous online advertising network BlueLithium.

Analysts said the deal could be seen as part of a restructuring effort to overcome the poor financial situation that threatens its stocks and is also part of the effort. Reclaim what has been lost to rival Google in the past 3 years.

Recently, Yahoo also spent $ 700 million to buy the famous online advertising agency Right Media to upgrade the advertising system, allowing distribution of advertising links on search requests.

At the same time, Yahoo continuously expanded its market share by agreeing with a number of online advertising partners, including names like eBay, Comcast Corp and hundreds of other online newspapers.

The world's second-largest Internet search provider believes that it can completely boost revenue growth by giving Internet advertisers more ways to reach customers.

BlueLithium also holds the technology of monitoring behavioral targeting. This technology allows the analysis of web browser preferences, helping advertisers show the most relevant ads that bring excitement to customers.

' We think this is a logical step that fits very well with our strong reform strategy ,' said Todd Teresi, senior vice president for Yahoo's publishing network. . Not only that BlueLithium will also bring Yahoo 'a very long list' of advertising partners.

The contract is expected to be completed by the end of this year.

The race of the 'big 3'

Not only did Yahoo pay attention to enhancing the competitiveness in advertising, but also the rest of the 'big two' of the Internet search market - including Google and Microsoft - also considered moving. such.

It can be said that the 'race' was officially launched when Google surpassed Yahoo and Microsoft in acquiring the leading advertising agency DoubleClick for $ 3.1 billion. Being cut off, Google's competitors constantly make it difficult to ask for the involvement of regulatory authorities to investigate whether there is a monopoly on this contract. So far the contract has not been approved yet.

Next is Microsoft to spend $ 6 billion to buy advertising agency aQuantive. In addition to these contracts, there are many other small advertising firms that in turn fall into the hands of these "big men".

Yahoo was once a 'king' in the Internet online advertising market. But in the past 3 years, this position has been in the hands of Google before its great development.

Yahoo's profit for the first six months of this year fell nearly 7% to $ 303 million. Meanwhile, Google's revenue increased to 47% to $ 1.9 billion. Therefore, Yahoo's stock has fallen into a very difficult situation in the financial market.

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