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BizReport : Advertising archives : February 29, 2008

Microsoft boosts ad targeting with YaData deal

Microsoft has agreed to acquire an Israeli behavioral targeting and customer segmentation technology firm to improve its online advertising platform.

by Helen Leggatt

yadata%20logo.jpgIncreased ROI for advertisers, more relevant advertising for consumers and higher yields for publishers are all cited as reasons for Microsoft’s agreement to acquire YaData (“you knew” in Hebrew).

The acquisition will allow Microsoft’s Advertiser and Publisher Group to provide advanced audience segmentation and targeting. In this respect, Microsoft has been careful to address privacy concerns, stating that they “remain committed to providing best-in-class audience segmentation and targeting without using personally identifiable information”.

While financial details have not yet been released, Israeli business publication Globes is reporting that their sources say “the deal is estimated at between $20 million and $30 million”.

“Microsoft has the resources to unlock the potential in YaData’s technology and create a truly innovative online advertising solution,” said YaData CEO Amir Peleg. “We’re excited to see what the future holds.”

Tags: Microsoft, online advertising, privacy, segmentation, targeting, YaData

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