Yahoo! has recently announced that in an effort to extend its lead in display advertising, it will acquire Dapper, a technology platform that offers dynamic display ad creation and optimization. Yahoo! and Dapper have signed a definitive acquisition agreement. Yahoo! did not disclose how much money it will pay to acquire Dapper.
“We’re pleased and proud to announce that we have signed an agreement to be acquired by Yahoo! and following the close, we’ll be joining the Yahoo! family to help power the future of display advertising. By combining Dapper’s dynamic creative and real-time bidding technology platform with the largest and most successful leader in display advertising today, we expect to be able to bring advertisers and agencies greater efficiency and performance at a tremendous scale,” announced Jon Aizen and Eran Shir, the ones who founded Dapper back in 2006, and James Beriker, President and CEO of Dapper.
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At this moment in time Yahoo! is just a Dapper partner and so are numerous others in display advertising. Once the acquisition goes through, Yahoo! will be able to offer its advertisers and agencies the means to easily and rapidly build dynamic ad creative, leveraging data to automatically show the right product, offer, or message with each impression. Yahoo!, in case you did not know this, touts the fact is the largest and most successful force in display advertising. After the Dapper acquisition goes through, Yahoo! will be better suited to deliver innovative solutions to an even broader range of advertisers and integrate dynamic ad serving into key Yahoo! properties.
“Yahoo!’s unique combination of Science, Art and Scale connects advertisers with consumers in ways that drive results,” said Frank Weishaupt, VP, North America Ad Marketplaces at Yahoo!. “Smart Ads will continue to be an important component of display advertising and the acquisition of Dapper will help Yahoo! to more efficiently deliver dynamic and personalized ads for customers across more of our network.”
Yahoo! has recently announced that in an effort to extend its lead in display advertising, it will acquire 