Yahoo to buy data-driven advertising network Interclick

Yahoo has announced that it is buying data-driven advertising network Interclick for around $270 million.

Interclick is a technology company providing data targeted solutions and optimisation technologies, reported Xinhua.

"This investment underscores our focus on enhancing the performance of both our guaranteed and non-guaranteed display business across Yahoo and our partner sites and, combined with Yahoo's reach and advertising leadership, will deliver a powerful solution for marketers," said Ross Levinsohn, Yahoo's executive vice president for the Americas region.

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Some analysts said Interclick's technology could help Yahoo to grow its display advertising market share as Google and Facebook have gained on or surpassed the company in the area.

But the acquisition also raised questions considering Yahoo's financial situation after it reported last month its revenue in the last quarter decreased by 5 per cent year-over-year. The company is also looking for a chief executive officer (CEO) following the firing of former CEO Carol Bartz in September and amid reports of a possible takeover.

Yahoo still has around 700 million unique monthly visitors.

Tech giants like Google and Microsoft are reported to be considering providing finance for the acquisition of Yahoo by another company or a group of companies.