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.

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