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SEARCH NEWS: Yahoo acquires Admovate

Yahoo has acquired Admovate, an advanced mobile ad technology startup, in order to continue to create 'innovative advertising experiences'.

The search engine has said it is investing more deeply in programmatic buying and mobile advertising.

Admovate has previously created sophisticated technology that helps marketers reach their desired audience at the right time and place. Admovate’s engineers will join Yahoo’s display advertising team in Sunnyvale.

This acquisition is part of the purple giant’s efforts to invest further in ad technology platforms and make buying easier for advertisers and agencies.

Scott Burke, SVP of display advertising and advertising technology said in a blog post: 'Yahoo! is dedicated to crafting unique mobile experiences for our users, including new advertising opportunities, and Admovate will help fuel these efforts. We are thrilled to have them on board and can’t wait to bring new ad products to our global advertisers and partners in the coming months.

'Welcome Admovate to Yahoo! There’s more in store, so stay tuned!'