Yahoo is buying AdMovate, a California-based startup that has built a mobile advertising solution that uses behavioral targeting to create personalized ads. The details of the deal were not specified. The purchase is part of a move by Yahoo to increase its display ad revenues, which fell in the second quarter. "This is especially important for mobile ad experiences that engage consumers on smaller screens," Scott Burke, Yahoo senior vice president of display advertising and advertising technology, noted in a blog post.
Yahoo acquires startup focused on personalized mobile ads
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