Yahoo buying AdMovate to accelerate mobile advertising plans

Less than a day after Yahoo posted a mixed bag in its second quarter earnings report, the technology company is announcing yet another acquisition.

This time the target is AdMovate, a private company that has developed a solution touted to bring behavioral targeting to mobile advertising.

The AdMovate team confirmed with a statement of its own, explaining the company's goal was "about helping marketers engage their consumers at the right time and place through personalized messages."

Yahoo CEO Marissa Mayer has repeatedly emphasized her interest in recentering Yahoo around mobile, declaring during yesterday's live webcast from the Sunnyvale, Calif. headquarters that "Yahoo's future is mobile, and we're delivering our products mobile first."

Scott Burke, senior vice president of the display advertising and advertising technology unit at Yahoo, explained further in a Tumblr post on Wednesday that Yahoo is "investing more deeply in programmatic buying and mobile advertising."

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.

Financial terms of the deal have not been disclosed, but AdMovate's engineering team will be integrated with Yahoo's display advertising team in Silicon Valley.

Yahoo has certainly been investing plenty in new talent and solutions while admittedly cutting dozens of products as well. Aside from the $1.1 billion acquisition of Tumblr, Yahoo made eight acquisitions during the second quarter alone.

While AdMovate's resources seem to fit in line with what Mayer and company keep talking about publicly, many analysts and followers are still questioning how these puzzle pieces will all fit together.