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Yahoo, having been recently out-competed by Google in the business of online advertising, hopes to strengthen its position with acquisition of large online advertiser BlueLithium

Internet services giant Yahoo! announced in a corporate press release that it would purchase advertiser BlueLithium for $300 million in cash.

Jerry Yang, CEO of Yahoo! Inc, was very enthusiastic about the acquisition, stating:
"BlueLithium's products, technology and team will be an integral part of our drive to build the industry's leading advertising and publishing network."

BlueLithium, whose slogan is "Data makes the difference" operates a large advertising network, but its specialty is data collection and "behavioral targeting" -- displaying ads on pages that might interest consumers, based on what sites they visit.  An example of such advertising would be if you like to read about CPUs at Dailytech, you might see more adds from online CPU retailers.  BlueLithium sees this technique as marketing genius, though some find its privacy implications to be disconcerting.

As CNNMoney reports, Yahoo made this move to try to strengthen its revenue in its fight against Google.  Yahoo's profit for Q1 and Q2 2007 fell by nearly 7 percent to $303 million, while Google's earnings rose a dramatic 47 percent, to $1.9 billion.

Yahoo's move is a major one, but it is not the only major purchase of an advertising firm this year.   In April, DailyTech reported that Google was in the process of buying advertiser DoubleClick for $3.1B.  Then in May, DailyTech had another acquisition to report, when Microsoft purchased advertiser aQuantive for $6B.




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