Yahoo acquires Dapper to boost display ad offerings

Share this article:

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.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

How Amazon Ads Might Change the Game

How Amazon Ads Might Change the Game

Will the Great Recommender introduce "pretargeting" to the menu? Is it destined to become the King of Conversion? Or will its ad business simply settle in between Google's and Facebook's?

Less Than Half of Marketers Say the C-Suite "Gets" Digital

Less Than Half of Marketers Say the C-Suite ...

The long road to digital marketing leadership starts with organizational alignment, a study finds.

Candidates Hook Into Twitter

Candidates Hook Into Twitter

A digital agency for politicians puts the power of presidential electioneering into the hands of Congressional campaigns.