Yahoo-Blue Lithium click on Web display ads
Yahoo agreed to buy advertising network Blue Lithium for $300 million this week, a deal that adds to a string of industry acquisitions and signals a growing new direction for online ads.
Blue Lithium, based in San Jose, Calif., specializes in selling performance-based display ads across a network of Web sites. Like search-related text ads, performance banners let advertisers pay for exposure to customers only when people respond to the ad, whether it's by agreeing to receive more information or by taking some action. The privately held company, which also sells behavioral targeted ads, is ranked the fifth largest … Read more
