Yahoo to buy ad network


Yahoo Inc. said late Tuesday it has struck a definitive deal to acquire BlueLithium, the fifth-largest U.S. advertising network, for $300 million, in the latest move to consolidate the behavioral ad targeting market.

BlueLithium is a 3-year-old company that specializes in the fast-growing market for technology that tracks consumer behavior as users move from site to site in order to deliver more relevant ads. Yahoo already offers advertisers behavioral targeting of ads on some parts of its own site, including the company's 250 million-strong base of Yahoo Mail users and its Yahoo Travel site, an analyst said.