OMEN
02-13-2008, 11:54 AM
It wants to delve into the fast-growing market for video ads
Yahoo Inc. has acquired Maven Networks Inc. for $160 million in a deal aimed at helping the search provider boost its video advertising capabilities.
Media companies, including Fox News, CBS Sports and Sony BMG, use Maven's platform to manage, distribute and earn advertising revenue from their online video content. The platform includes an advertising insertion engine, as well as inventory management and reporting tools. Companies use it to post videos on their sites and insert interactive ads into the videos.
Yahoo today said that it plans to expand its display advertising sales force and technologies to Maven's platform. The deal means that advertisers can buy video, search and display ads through Yahoo, which believes that video is a fast-growing segment of the online ad market.
Maven has become a wholly owned subsidiary of Yahoo, which has established a Cambridge, Mass., office with the acquisition.
Yahoo made the acquisition in the midst of an increasingly hostile attempt by Microsoft Corp. to buy the search company. In response to Yahoo's rejection of its buyout offer, Microsoft yesterday said that the offer was fair and that it might take the offer directly to Yahoo's shareholders.
IDG
Yahoo Inc. has acquired Maven Networks Inc. for $160 million in a deal aimed at helping the search provider boost its video advertising capabilities.
Media companies, including Fox News, CBS Sports and Sony BMG, use Maven's platform to manage, distribute and earn advertising revenue from their online video content. The platform includes an advertising insertion engine, as well as inventory management and reporting tools. Companies use it to post videos on their sites and insert interactive ads into the videos.
Yahoo today said that it plans to expand its display advertising sales force and technologies to Maven's platform. The deal means that advertisers can buy video, search and display ads through Yahoo, which believes that video is a fast-growing segment of the online ad market.
Maven has become a wholly owned subsidiary of Yahoo, which has established a Cambridge, Mass., office with the acquisition.
Yahoo made the acquisition in the midst of an increasingly hostile attempt by Microsoft Corp. to buy the search company. In response to Yahoo's rejection of its buyout offer, Microsoft yesterday said that the offer was fair and that it might take the offer directly to Yahoo's shareholders.
IDG