Yahoo acquires (& shutters) Admovate

July 18, 2013

Yahoo’s acquisition spree continues!

The latest victim-slash-beneficiary is Admovate, a mobile ads startup that has developed technology Yahoo finds particularly interesting.

The terms of the deal were not disclosed, but Admovate has already ceased to exist, its website now a mere swan song and thank-you note to its investors.

Admovate’s platform and technology will be integrated into Yahoo’s existing advertising platforms, a rep told VentureBeat.

As Yahoo ad SVP Scott Burke wrote in a statement Wednesday, “This acquisition is part of our efforts to invest further in our ad tech platforms — Apt, Genome, and Right Media — and make buying easier for advertisers and agencies.

“Admovate’s personalization technology accelerates our capabilities in mobile advertising, and we gain an exceptionally talented technical team. Admovate’s engineers will join our Yahoo! display advertising team in Sunnyvale.”

Admovate was founded in 2012 and comprises fewer than 10 employees, according to LinkedIn.

This news comes a mere day after Yahoo’s quarterly earnings report, which emphasized acquisitions.

In her first year as CEO, Marissa Mayer was responsible for 17 out of the 83 mergers and acquisitions in Yahoo’s entire corporate history. Like today’s deal, much of that activity has been pure acqui-hire plays.

Copyright 2013, VentureBeat

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