Yahoo Takes Its Lithium

Yahoo yesterday announced its intent to purchase Blue Lithium, another ad network. We work with BL at FM, as well as Right Media, which Yahoo purchased earlier (Blue Lithium will make that purchase more valuable, as it will provide tons of inventory to feed RM's exchange). There are fewer…

Blue Lithium

Yahoo yesterday announced its intent to purchase Blue Lithium, another ad network. We work with BL at FM, as well as Right Media, which Yahoo purchased earlier (Blue Lithium will make that purchase more valuable, as it will provide tons of inventory to feed RM’s exchange).

There are fewer and fewer pure play ad networks of scale (and with some kind of “secret sauce” – ie behavioral or contextual algorithms) that can be purchased. And the numbers are coming down – BL went for $300 million. Alarm:Clock likes the deal (image is from a:c), Yahoo’s own blog claims a major reason for the purchase was direct response tools.

Author: John Battelle

A founder of NewCo (current CEO), sovrn (Chair), Federated Media, Web 2 Summit, The Industry Standard, Wired. Author, investor, board member (Acxiom, Sovrn, NewCo), bike rider, yoga practitioner.

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