Yahoo Acquires Dynamic Ad Display Firm Dapper

After watching rival Google make a ton of noise of late about its mission to improve the quality and sophistication of display advertising, Yahoo has made a major move of its own in that direction.The company announced on Tuesday (Oct. 5) it had reached an agreement to acquire Dapper, a technology company which 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.Terms of the deal, which should close by the end of this year, were not disclosed. Yahoo’s acquisition of Dapper comes nearly a year after Google acquired a similar technology company—Teracent—which promises more precise ad messaging and targeting for display ads. Last week during a Google keynote presentation during Advertising Week, a Teracent executive showcased a series of car ads with slightly varied creative messages. For example, the ads were able to take into account a users location and even weather conditions—both of which were incorporated into the ad’s copy.Going forward, Yahoo said it plans to use Dapper’s technology to bolster its Smart Ads product. Smart Ads, launched three years ago, uses data culled from Yahoo’s own sites to deliver more targeted, relevant ads."Smart Ads will continue to be an important component of display advertising and the acquisition of Dapper will help Yahoo to more efficiently deliver dynamic and personalized ads for customers across more of our network," said Frank Weishaupt, Yahoo’s vp, North America ad marketplaces.

Performance Marketing

Yahoo Acquires Dynamic Ad Display Firm Dapper

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