Yahoo acquires IndexTools, intros Amp

Wed, 04/09/2008 - 9:11am
Traci Patterson

Two days after Yahoo announced its new Amp! advertising management platform, the company has acquired substantially all of the assets of Tensa Kft. (aka IndexTools) – a provider of Web analytics software for online marketing.

The acquisition includes IndexTools’ Web analytics business and technology, as well as its Tensa R&D Kft. subsidiary. The addition of the IndexTools’ assets is intended to expand Yahoo’s services that are designed to maximize its clients’ online marketing efforts, the company said.

The transaction is subject to customary closing conditions and is expected to be completed in the first half of 2008.

Amp! – Yahoo’s recently announced ad management platform – will provide an integrated, Web-based solution that allows advertisers to target audiences, while enabling publishers to better monetize their content, the company said.

The platform will help marketers buy across search, display, local, mobile and video inventory - all from a single, integrated interface.

Yahoo’s Amp! will also have the ability to deliver relevant advertising to consumers across the entire Web, and to provide a suite of tools that allows geographic, demographic and interest-based targeting across a network that includes Yahoo! owned-and-operated inventory, the company said.

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