Yahoo to Acquire Behavioral Targeting Ad Network

Yahoo has entered an agreement to acquire BlueLithium, the fifth-largest U.S. ad network, for approximately $300 million in cash. Much of BlueLithium's offering centers on its behavioral targeting technology, including a search retargeting version of its AdPath solution.

BlueLithium will fit into the newly formed Global Partner Solutions division under Hilary Schneider along with recently acquired Right Media. BlueLithium will become a wholly-owned subsidiary of Yahoo. CEO Gurbaksh Chahal will remain with BlueLithium for an undisclosed period through the integration.

About the author

Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.

Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.

With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.