Yahoo takes advertising platform
Yahoo has signed a binding agreement to acquire the advertising platform signed 5to1 Holding. The purchase price agreed upon both parties to disclose. As the Wall Street Journal reported that Yahoo will pay $ 28,000,000 (19.6 million euros) in cash.
The transaction is expected to close in the second quarter. Then Yahoo will integrate into its 5t01 Ad Marketplaces Group.
5to1 an association of more than 20 “Premium” is-publishers who sell ads on a proprietary platform for high-quality brands. “The innovative platform, and the premium market place of 5to1 will help Yahoo to expand its position in online advertising,” said Wayne Powers, senior vice president at Yahoo.
The acquisition will help ensure that Yahoo’s advertising sales rise again. The company recently had to due to declining advertising revenue in the first quarter of 2011 experienced a decline in profit and sales. This was, according to CEO Carol Bartz mainly technical problems with Microsoft’s adCenter platform responsible uses the Yahoo search as part of the partnership with Redmond as a substitute for their own Panama platform.
Recently Yahoo IntoNow had bought a company that offers a check-in application for social TV programs. The acquisition fits into Yahoo’s realignment as a leading digital media company. As part of this transformation is also separated by Yahoo Bookmarks service Delicious, whose new owner AVOS heard the YouTube founders Chad Hurley and Steve Chen.