Yahoo! Set to Make $300 Million Ad Push
Yahoo! has confirmed their purchase of BlueLithium, a private online advertising firm in another attempt to rival Google and Microsoft's stranglehold on the online advertsing space. Once finalized (end of the fourth quarter of 2007) BlueLithium will become a Yahoo! subsidiary and integrated with Yahoo Publisher Network and Right Media Exchange, among others.
A necessary move by Yahoo!, who has seen Google and Microsoft spend billions on DoubleClick and aQuantive, respectively. Currently, BlueLithium offers behavioral-targeting banner ads on a network of approximately 1,000 sites - reaching 120 million users in July, according to comScore. In the UK, it is reported that BlueLithium reaches 80% of the online audience.
"It goes along with their strategy which is around owning Web inventory and having the greatest scale," said Carl Fremont, global media director at Boston-based i-shop Digitas. However, he added, "BlueLithium doesn't have any great technology or any proprietary processes the way Right Media does."