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SEARCH NEWS: Yahoo acquires Bread

Yahoo has acquired URL shortener, Bread, otherwise known as ‘Bre.ad’.

The Bread team will join Yahoo’s advertising group in Sunnyvale and will be “working on developing next-generation solutions for social and mobile publishers and advertisers.”

This is the latest in a string of activity which include the acquisition of blogging site Tumblr, a Flickr revamp and the integration of Twitter into its homepage’s news feed, in a bid to stay relevant.

Bread’s CEO, Alan Chan commented on the aquisition on the company's website: “When we launched Bread in 2011, our goal was to help social media influencers and publishers better monetise their online content. “We built the first digital platform that delivered beautiful and engaging advertising across social media, desktop, and mobile devices.”

In wake of the news Bread has closed access to its core products, including Bread Social and Bread Oven. Bread’s CEO has recommended publishers replace Bread links with ones from Bitly.