Yahoo! today agreed to buy online advertising group BlueLithium for $300m (£150m) in its latest spending spree.
comScore marked BlueLithium as the fifth-largest advertising network in the US (and second in the UK), with over 145m unique visitors each month.
BlueLithium announced the sale by confirming the rumours on its website by saying "The acquisition of BlueLithium enables Yahoo! to accelerate its advertising, product, and engineering roadmaps, and gives the company increased capabilities to sell and measure performance-based campaigns both on and off the Yahoo! network.
BlueLithium and Yahoo! share a common goal of providing both advertisers and publishers with high quality inventory and the essential targeting and analytical tools that are necessary to reach the right consumers at the right times.
The addition of BlueLithium is the logical next step in creating the largest and most effective online ad network globally, which also includes inventory on Yahoo!'s owned and operated properties, the Yahoo! Publisher Network, and the Right Media Exchange.
We believe that together Yahoo! and BlueLithium will help drive the next evolution of the online advertising industry."