Yahoo! buys display ad co Dapper for $55m

Dapper's development center in Ramat Gan will become Yahoo!'s development center in Israel.

Internet giant Yahoo! will buy display ad optimization technology developer start-up Dapper.

Financial terms were not disclosed, but sources inform "Globes" that the deal is for $55 million. The acquisition is expected to close in 2010.

The company's development center in Ramat Gan will become Yahoo!'s development center in Israel.

Dapper was founded in 2006 by Eran Shir and Jon Aizen.

Dapper has developed a technology platform that enables advertisers and agencies to create interactive display ads which reach the relevant audience.

Yahoo! is already one of several companies who partner with Dapper, and Yahoo! said that owning the technology will help the company deliver innovative solutions to an even broader range of advertisers and integrate dynamic ad serving into key Yahoo properties. Yahoo! said it is committed to its Smart Ads program.

Yahoo! VP North America ad marketplaces Frank Weishaupt said,“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.”

Dapper said that with the acquisition, "The era of untargeted, irrelevant ads seems closer to its end than ever before."

Dapper has raised about $10 million until now from venture capital firms Accel Partners and eXeed, as well as from Lotus founder Mitch Kapor.

Published by Globes [online], Israel business news - www.globes-online.com - on October 6, 2010

© Copyright of Globes Publisher Itonut (1983) Ltd. 2010

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