Yahoo announced today that it has acquired the mobile advertising startup AdMovate.
The announcement comes the day after the company released a disappointing earnings statement for the second quarter. Its price-per-click, essentially its average ad price, fell by 8 percent. In the current climate, a fall in price-per-click often indicates that a company advertisements aren’t performing well on mobile devices.
“Admovate’s personalization technology accelerates our capabilities in mobile advertising, and we gain an exceptionally talented technical team,” Scott Burke, Yahoo’s senior vice president of display advertising and advertising technology, said on the company’s blog.
Yahoo indicated that it is also continuing to invest in its existing ad tech platforms, Apt, Genome, and Right Media.
AdMovate, launched in 2012, targets mobile advertising based on user and geolocation.
“In Yahoo!, we found a team which shares our vision and is investing to make it real on a massive scale,” the company posted on its website.
The companies indicate that new Yahoo products will emerge from the deal. The AdMovate engineers will join Yahoo’s display advertising team in Sunnyvale HQ.