Yahoo Buys Admovate as Mobile Startup Shopping Spree Continues

Fourth acquisition this month

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. Yahoo says the acquisition will make its mobile ad buying system easier for agencies and brands to use.

Yahoo, which reported a year-over-year drop of 12 percent for Q2 in display ad revenue, has also purchased mobile startups Qwiki and Bignoggins Production and email-based company Xobni since early July.

Meanwhile, Mayer & Co. appear to be in an arms race with rival Facebook, which has bought its share of mobile startups in the last year.