Yahoo! announced that it has entered into an agreement to acquire AdInterax, a provider of rich media advertising solutions to online publishers. The press release:
"The acquisition of AdInterax will enable Yahoo! to provide advanced rich media creative assembly and campaign management tools directly to marketers at no charge as part of Yahoo!'s graphical advertising offerings. Financial terms were not disclosed.
"Creativity in advertising is critical to the further adoption of the Internet as a marketing medium, and Yahoo! is committed to giving marketers more creative choice and control over their ads," said Greg Coleman, executive vice president of global media sales, Yahoo!. "We look forward to working with our customers and AdInterax's publisher partners to generate new and innovative solutions for marketers that help simplify the rich media creation and purchasing process."
Rich media technology enables marketers to create more compelling and interactive advertising units online using sight, sound and motion to deliver a message to target consumers. Yahoo! plans to further integrate rich media capabilities into its current leading offerings by developing a self-service model for marketers based on the AdInterax platform. This new rich media solution will enable advertisers and agencies to create and run rich media campaigns coupled with other Yahoo! capabilities including behavioral targeting, geo-targeting, demo-targeting, and dayparting."
A WebmasterWorld thread has some advertisers saying, "Yahoo should invest in getting Project Panama ready. Heck, they can't even deliver text ads very well at the moment. Their matching algo is terrible, it really makes you realise how well Google performs."
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