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Yahoo agrees to buy BlueLithium

Published on .

Sunnyvale, Calif.—Yahoo announced Wednesday that it has entered into a definitive agreement to acquire BlueLithium, an online advertising network, for $300 million in cash.

BlueLithium, founded in 2004, buys display ads on about 1,000 Web sites owned by other Web publishers and resells the slots to advertisers.

“This acquisition will extend our ability to deliver powerful data analytics, advanced targeting and innovative media buying strategies to our customers, who are increasingly looking for these insights,” said Jerry Yang, CEO of Yahoo, in a news release.

Earlier this year, Yahoo paid $680 million for the remaining 80% of online ad exchange Right Media.

—Matthew Schwartz

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