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BtoB

Yahoo buys behavioral ad tech company Dapper

Published on .

Sunnyvale, Calif.—Yahoo has augmented its industry-leading display ad capabilities with the acquisition of Dapper, a company whose technology personalizes display ads based on viewers' Web-browsing history. Terms of the deal, which is expected to close in the fourth quarter, were not revealed.

Dapper, based in San Francisco and with offices in New York and Israel, is a current Yahoo partner, working with users of Yahoo's Smart Ads targeted ad product. Yahoo said the acquisition will enable it to use Dapper's technology on a variety of Yahoo sites and for retargeting customers with personalized ads served on Web pages they subsequently visit.

Last year, Google bought Teracent, a similar company.

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