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NEW YORK Yahoo! became the latest large Internet player to buy an ad network, inking a deal to buy BlueLithium for $300 million in cash.
The deal will bring to Yahoo! a performance display ad network that uses behavioral-targeting technology to match ads to users on about 1,000 Web sites. According to comScore MediaMetrix, BlueLithium is the No. 6 ad network in the U.S., reaching 120 million users in July.
Yahoo! hopes the move will give it larger chunks of direct response budgets.
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