Home Publishers Yahoo! Picks Up Content Generator Associated Content

Yahoo! Picks Up Content Generator Associated Content

SHARE:

Yahoo And Associated ContentYahoo! officially opened up the pocketbook in an impressive way by acquiring Associated Content and getting its own content generating machine. Startups looking to be acquired should be jumping for joy as CEO Carol Bartz addresses her company’s content future in competition with companies like Demand Media and AOL’s Seed. There is also an important interplay with Google, too.

The acquisition is rumored to be around $90 million according to All Things D’s Kara Swisher or $100 million according to Ad Age. See the Yahoo! press release about the acquisition and the 16 million monthly unique users and 380,000 contractors that come with the deal.

In an interview with AdExchanger.com last December, Associated Content CEO Patrick Keane told AdExchanger.com that 90% of AC’s traffic came from Google search. Looking at today’s deal, Yahoo! may end up leveraging Yahoo! portal traffic to address any concerns about a competitor controlling its traffic – let alone building on Google traffic.

In December, Keane also said that AdSense was a key ad network relationship. It would seem that the Yahoo! Media team (for guaranteed), Right Media Exchange (Tier 2, non-guaranteed, remnant, etc.) and Microsoft AdCenter (text ads) could become a bigger part of monetization efforts here.

Keane told AdExchanger.com last year, “From a strategic perspective I do not see yield optimization companies optimally serving publishers until publishers are willing to share their click data, RPM’s, traffic sources, etc.” Seems this challenge is ready-made for RMX where its lurking demand-side platform firepower could be used. Release the hounds!

And, given that the Yahoo O&O inventory in the Right Media Exchange is perceived by many as the only decent inventory available through RMX, Associated Content inventory would be a welcome addition.

By John Ebbert

Must Read

It’s Open Season On SaaS As Brands Confront Their Own Subscription Fatigue

For CFOs and CEOs, we’ve entered a kind of open hunting season on martech SaaS.

Brian Lesser Is The New Global CEO Of GroupM

If you were wondering whether Brian Lesser was planning to take some time off after handing the CEO reins of InfoSum to Lauren Wetzel last week – here’s your answer.

Comic: S.P. O'Middleman's

TripleLift CEO Dave Clark Abruptly Exits After Setting The SSP On A New Trajectory

Dave Clark, who’s led TripleLift for the past two years, is stepping down, effective immediately, and is being replaced by a coterie of TripleLifters.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
shopping cart

Moloco Invests In Its Competitor Topsort As The Retail Media Stakes Go Up

Topsort can lean into Moloco’s algorithmic personalization, while Moloco benefits from Topsort’s footprint with local retailers in the US and in Latin America.

CDP BlueConic Acquires First-Party Data Collection Startup Jebbit

On Wednesday, customer data platform BlueConic bought Jebbit, which creates quizzes, surveys and other interactive online plugs for collecting data from customers.

Comic: The Showdown (Google vs. DOJ)

The DOJ’s Witness List For The Google Antitrust Trial Is A Who’s Who Of Advertising

The DOJ published the witness list for its upcoming antitrust trial against Google, and it reads like the online advertising industry’s answer to the Social Register.