Spending Season is Here
This deal is one that has been on the cards for some time, seeing as one of 5:1's founders, Ross Levinsohn, is now firmly in the Yahoo fold as an Executive Vice President. 5:1 burst to life in 2009, attracting over US$ 13 million in investment with a conglomerate of publishers and advertisers working to better improve the ad experience for both parties.
After Microsoft threw its money at Skype, it also looks like an early summer spending boom is taking place. Alongside this deal, we've seen Buddymedia acquire Spinback and more are on the cards --what will LinkedIn do with all the money from its IPO?
Yahoo will put the acquired company within its Ad Marketplaces group, and use the 5:1 platform and its premium private marketplace to extend and improve on its advertising reach. In its short life, 5:1 has offered advertising clients deeper than usual access to publishers and gives premium brands a quality experience while maintaining the scale of Web-based advertising.
This deal follows Yahoo's acquisition of IntoNow last month for US$ 20 million, and May last year was a busy time for the company when it picked up Associated Content and Koprol. Will we see more M&A activity soon? With the markets seemingly headed upwards, those with cash will be looking to buy now before targets start to get overvalued.