Yahoo! Inc. (NASDAQ:YHOO) has acquired Admovate, a mobile ad technology company that helps marketing companies target audiences based on demographics, place, and time. This acquisition is part of Yahoo!’s efforts to invest further in their ad tech platforms like Apt, Right Media, and Genome. Yahoo! also wants to make buying easier for agencies and advertisers.
Admovate has personalization technology that will accelerate Yahoo!’s capabilities in mobile advertising. Yahoo! will also gain talented technical team through the acquisition. Admovate engineers will be joining Yahoo!’s display ad team in Sunnyvale, California.
“We are thrilled to have them on board and can?t wait to bring new ad products to our global advertisers and partners in the coming months,” said Yahoo! in the company blog.