First Google inked a deal to buy DoubleClick, then Microsoft bought aQuantive, and now Yahoo says it will lay down $300m cash to acquire BlueLithium, an three-year-old online advertising network.
The deal sees Yahoo get access to BlueLithium’s network of roughly 1,000 publisher web sites. The BlueLithium system will be integrated into Yahoo’s Publisher Network and the Right Media Exchange, which it acquired earlier this year.
Something of an overnight success story, BlueLithium was founded in 2004, said it was profitable in its debut quarter, and now says it is ranked fifth-largest among the ad networks. It claims to it have about 120 million unique sets of eyeballs looking at its ads per month.
For Yahoo, the deal strengthens its hand in advertiser analytics, ad targeting and in pay-per-performance marketing, the area of display advertising where payout is based on users taking actions such as purchasing an item or service after seeing an ad.
Performance marketing, blogged Yahoo’s Todd Teresi yesterday, has been exploding online over the past year because it’s typically served around social media content, where there’s no shortage of inventory.
The online ad space has been consolidating apace, with the big three web services firms all making large deals in the last few months.
While Microsoft’s $6bn takeover of aQuantive has already closed, Google faces regulatory investigation, egged on by its Redmond-based competitor, over its $3.1bn acquisition of DoubleClick, the market leader.