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Yahoo to buy interclick to improve ad targeting

Published on .

Sunnyvale, Calif.—Yahoo Inc. plans to acquire digital media company interclick Inc., whose advertising and technology solutions provide data-targeted solutions to improve ad optimization. The price is $270 million. Interclick's tools, Open Segment Manager and Genome Platform, analyze customer data by integrating with data providers. Yahoo said the acquisition will provide it with better data targeting, optimization technology and more premium inventory to sell. Yahoo has been exploring an ad partnership with Microsoft Corp. and AOL Inc., while reports last month indicate that Microsoft is preparing a bid to acquire Yahoo.
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