Yahoo has purchased mobile advertising firm Admovate for an undisclosed sum.
The development comes on the heels of the digital giant's disappointing second quarter earnings report yesterday as well as its $1 billion Tumblr pick-up two months ago. Perhaps as importantly, it extends CEO Marissa Mayer's buying spree in the mobile startup space, while marking her fourth acquisition overall this month.
Admovate's technology and talent will be plugged into the Sunnyvale, Calif.-based company's ad platforms, such as Right Media, Genome and Apt.
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