With over 340 million mobile users a month accessing Yahoo! platform on smartphones and tablets, the company has realized that mobile advertising is the best way to move forward for the company.
And Yahoo! is not the one to sit ideally on its observation. Yahoo! CEO Marissa Meyer, a powerful personality in the IT industry, has already started to translate the observation into a line of action with speedy acquisition spree. She has bought nine companies in the second quarter of 2013 alone. And her targets are mainly mobile-advertising companies, the latest being the takeover of Admovate ─ a mobile advertising start-up company that creates innovative tools for marketers to reach their target audience faster.
Yahoo!’s advertising earnings had taken a dip during the second quarter of 2013, and the acquisition of Admovate is expected to boost its mobile advertising revenues. Market observers believe that the move will enhance the company’s existing ad tech platforms, such as APT, Genome and Right Media.
Echoing the sentiments of the markets, Meyer informed that mobile ads will be the prime revenue driver for the company, going forward. Yahoo! Display Advertising and Advertising Technology SVP Scott Burke informed that Admovate’s exceptionally talented technical team will help the company with personalization technology, which will enable Yahoo! accelerate its mobile capabilities.
As we all already know that just buying companies is not a ticket to success; you have to synchronize the new companies into the existing processes seamlessly for successful synergies. So let’s see how Yahoo! manages the expanded entity to beat the competition and emerge as a leader.