Yahoo acquires Dapper to boost display ad offerings

Yahoo acquired Dapper, maker of a display ad creation platform, on October 5. Financial terms were not disclosed.

Yahoo made the acquisition to bolster its display advertising offerings with more customized and relevant advertising, the company said in a press release. Yahoo expects to complete the deal in the fourth quarter of this year.

“Yahoo's product strategy is focused on creating engaging and meaningful experiences that keep users entertained and informed," said Dev Patel, VP of advertiser and publisher solutions at Yahoo, in a statement. "Utilization of consumer insights to deliver relevant consumer and advertiser experiences are built into our technology from inception, and Dapper's capabilities will further enhance the experiences we deliver."

Dapper helps advertisers and agencies build ad creative and leverage data to show a targeted product, offer or message with each consumer impression.

A Yahoo representative could not be reached by press time.