Yahoo said today that it will acquire Dapper, a technology platform company in the display ad creation and optimization business and a Yahoo partner. Terms of the deal were not disclosed.
The company said the acquisition will accelerate the adoption of Yahoo Smart Ads and will help Yahoo "to more efficiently deliver dynamic and personalized ads for customers across more of our network." In a statement, Dev Patel, vice president of Advertiser and Publisher Solutions at Yahoo, said:
Yahoo!’s product strategy is focused on creating engaging and meaningful experiences that keep users entertained and informed. 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.
Yahoo said it expects to complete the deal by the end of the year.