Yahoo! buys Indian ad firm

Yes, there's still money to spend

By Cade Metz, 18th July 2007

Yahoo!'s first quarter financial results may have been a tad disappointing, but that hasn't stopped Jerry Yang and the gang from acquiring a hefty stake in Indian internet advertising company Tyroo Media. The move comes less than a week after Yahoo! finalized its purchase of U.S.-based ad firm RightMedia, part of an ongoing battle with Google and Microsoft over online ad dollars.

Yahoo! has grabbed a 35 to 50 per cent stake in the Guragaon-based Tyroo, which runs a small business-centric ad network spanning roughly 1,200 sites, IDG News Service reports. With stock holders already up-in-arms over the company's financials, Yahoo! won't say how much it paid.

Interestingly enough, advertisers can run both graphical and text-based ads on the Tyroo network even if they don't have a web site - still a bit of luxury for subcontinent small businesses. Ads can drive consumers back to advertisers via email or SMS.

Yahoo! and Tyroo say they will remain separate businesses, but the companies have decided to link their ad platforms, so that advertisers can have easy access to both. Yahoo! launched its search-based ad operation in India late last year, and the acquisition of Tyroo lays the groundwork for Yahoo!'s upcoming Indian roll outs of its new search-based advertising platform, Panama, and RightMedia's graphical ad technologies.®

5 ways to reduce advertising network latency

5 Reader Comments

Microsoft’s Cloud OS

System Center Virtual Machine manager and how this product allows the level of virtualization abstraction to move from individual physical computers and clusters to unifying the whole Data Centre as an abstraction layer.

5 ways to prepare your advertising infrastructure for disaster

Being prepared allows your brand to greatly improve your advertising infrastructure performance and reliability that, in the end, will boost confidence in your brand.

Reg Reader Research: SaaS based Email and Office Productivity Tools

Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.

Email delivery: Hate phishing emails? You'll love DMARC

DMARC has been created as a standard to help properly authenticate your sends and monitor and report phishers that are trying to send from your name..