Yahoo To Acquire AdInterax

Yahoo Inc. on Tuesday said it has agreed to acquire AdInterax and integrate its technology for building multimedia advertising into its own graphical advertising tools. Financial terms were not disclosed.

Yahoo, based in Sunnyvale, Calif., said AdInterax's technology would be offered in conjunction with its own online ad tools for behavioral targeting, geo-targeting and demo-targeting. AdInterax's software tools enable advertising agencies and publishers to create, manage, serve and measure online advertising.

AdInterax's design module is used to build a variety of media formats, including floating animations, expandable banners and streaming video. Its tracking and reporting module tracks traditional metrics, including impressions, clicks, and reach and frequency, in addition to other branding and direct marketing data.

Yahoo said the AdInterax tools would be available at no charge, along with the portal's own services for advertisers.

Display advertising, which can include sound, animation, video or just pictures, accounted for 31 percent of the $7.9 billion in online advertising sold in the first half of the year, according to the Interactive Advertising Bureau. Text advertising accompanying search results accounted for 40 percent of ad sales. The remainder included classified ads, referrals/lead generation and email.