Yahoo Acquires Dapper
After watching rival Google make a ton of noise about its mission to improve the quality and sophistication of display advertising, Yahoo has made a move of its own in that direction.
The company has reached an agreement to acquire Dapper, a technology firm that enables advertisers to run dynamic creative for display campaigns. In other words, ads using the Dapper platform can automatically feature different messaging based on an individual user’s recent behavior. These ads can also incorporate a brand’s current inventory and up-to-the-minute pricing.
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