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Yahoo buys Maven to shore up online video advertising

Despite the murky outlook for the veteran web property, Yahoo announced today that it had bought online video company Maven Networks. InformationWeek reports that Maven currently serves ads to more than 30 media accompanies including some of the biggest websites on the Internet like Fox News, Hearst and CBS Sports.

Yahoo says the purchase will solidify its position in the emerging online video advertising market and has given Yahoo relationships with more than 75% of the top TV advertisers. Maven isn’t what most would think of as an advertising firm. Maven is involved in testing new ad formats rather than actually selling ads to websites.

Hilary Schneider, executive VP for global partner solutions said in a statement, “Video is projected to be the fastest growing segment of the online ad market, and Maven will significantly help advance Yahoo's strategy, expanding the video opportunity for publishers and increasing the efficiency and effectiveness for advertisers.”

Only time will tell if this Yahoo purchase will help its ailing stock and help bring Yahoo back to its former glory. DailyTech recently reported that Microsoft offered to buy Yahoo for a whopping $44.6 billion, which Yahoo subsequently turned down. That denial led to Microsoft considering a hostile takeover of Yahoo.

Few doubt online video is the future of online advertisements. This was the key point in the Writers Guild of America strike that ripped billions from economy in California. According to a study from Parks Associates released today new multimedia advertising platforms in the U.S. will capture a massive $12.6 billion in revenue by 2012. Broadband multimedia advertising will account for more than $6.6 billion of that figure.

Yahoo is attempting to shore itself up for the future. What is questionable at this point is if Yahoo can hold on until the industry matures and its $160 million purchase of Maven starts pulling its own weight.

Yahoo isn’t alone in the search world when it comes to making purchases of advertising companies. Google purchased DoubleClick in December of 2007 for $3.1 billion. Yahoo countered by purchasing ad company BlueLithium in September of 2007 for $300 million.



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This article is over a month old, voting and posting comments is disabled

By wordsworm on 2/14/2008 7:05:16 PM , Rating: 2
quote:
Whaaa Windows, IE, Bill Gates kicked me. You have options if you don't like Windows move on to something else.


Where's my refund? Until MS provides me with a refund for their defective product, I reserve the right to bash.

quote:
Shut up and buy a Mac or install Linux I will recommend Ubuntu then become and editor for the INQ and post ASP pages and change Microsoft to Vole.


MS has managed to create a monopoly through its illegal anti-competitive behavior. As such there is little available in the market that is a viable replacement. I think, or hope, that one day there will be another OS that can run everything that Windows can.

quote:
ME was Windows 98 with all the bugs fixed.


That's a joke. It's well accepted that it was worse than 98. Of course, maybe you've never done any research over it and are just spewing garbage for the sake of spewing. MS knew that ME was garbage, which is why they replaced it a year later. If they hadn't, or if Windows 2000 hadn't been such a solid OS, certainly their market dominance would have suffered.

quote:
Try becoming one of the Jesus OS followers and spend $120.00 on OS upgrades that are minor updates to the previous versions.


As for your reference to Mac, that's as ignorant a comment as any. Their latest OS is 64 bit. That in itself is hardly 'just an increment'. For $180, you can buy an OS for up to 5 machines in your home. Cost of upgrading 5 MS machines to Vista? $120 each = $600. I'm not going to go over to Mac. I would go to Ubuntu before Mac.

Now, why don't you shut up and eat my shorts.


“So far we have not seen a single Android device that does not infringe on our patents." -- Microsoft General Counsel Brad Smith














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