Yahoo recently planned to expand their advertising networks by purchasing BlueLithium for about $300m in cash. It base in Silicon Valley, and is the fifth-largest advertising network in U.S and second-largest in U.K, with 145m exclusive visitors a month. It expertise’s in behavioral advertising, serving relevant ads by tracking the surfing patterns of users.

BlueLithium puts as one direct-response purchasing strategies and does analytics for advertisers, but its behavioral applications were played down in the announcement. Use of such targeting software has courted storm with privacy advocates.

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