Microsoft Buys Online Behavioural Targeting Firm

Following yesterday's news that Microsoft is to test a new approach to measuring online ads, the firm has announced its acquisition of Israeli behavioural targeting technology firm YaData. Terms of the deal were not disclosed, but Israel's business bible Globes estimates that the price tag was $20m to $30m.

Founded in 2006 in Tel Aviv, YaData produces tools to help marketing managers automatically identify and target specific customer groups according to their web browsing profiles and interests. The buy will enable Microsoft to offer its advertisers richer targeting capabilities to engage audiences and provide them with more focused ads.

YaData's technology will be integrated into Microsoft's Advertiser and Publisher Solutions group, and its team will join Microsoft's Israel R&D Centre in Herzliya and operate as part of Microsoft's ad unit.

'We fully believe in the potential of behavioural targeting to enhance the value of online advertising for publishers, advertisers and users,' said YaData co-founder & CEO Amir Peleg. 'Microsoft has the resources to unlock the potential in our technology and create a truly innovative online advertising solution.'

The addition of richer behavioural targeting capabilities will add focus to Microsoft's 'Engagement Mapping' (EM) initiative announced yesterday (www.mrweb.com/drno/news8017.htm ).

Web sites are: www.microsoft.com and www.yadata.com.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.