BrandArena: Yahoo Acquires AdMovate

Friday, 19 July 2013

Yahoo Acquires AdMovate

Yahoo has announced that it has acquired AdMovate, a mobile advertising startup.

AdMovate’s website displays nothing but a letter from the team announcing the move to Yahoo: “When we started AdMovate in 2012, we built a product enabling advertisers to create and deliver personalized, hyper-local targeted offers through the mobile channel. We’ve always been passionate about helping marketers engage their consumers at the right time and place through personalized messages.

Yahoo’s blog post also notes that AdMovate will join the Yahoo! advertising team: “This acquisition is part of our efforts to invest further in our ad tech platforms—Apt, Genome, and Right Media—and make buying easier for advertisers and agencies. Admovate’s personalization technology accelerates our capabilities in mobile advertising, and we gain an exceptionally talented technical team. Admovate’s engineers will join our Yahoo! display advertising team in Sunnyvale.”

Though, the terms of the deal were not disclosed. Admovate’s platform and technology is speculated to be integrated into Yahoo’s existing advertising platforms. Yahoo! has been upgrading itself recently through acquisition of new products such as Qwiki, Tumblr, Xobni and Flickr.

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