Interclick, a 4-year-old company that analyzes and identifies the most responsive audiences for marketing using digital media, will help Yahoo better value remnant ad space. Typically, such unsold opportunities are snapped up by other firms, which resell it for a higher price.
Yahoo makes about $600 million a year from its remnant ad space, according to The Wall Street Journal, which cites “a person familiar with the matter.”
The attempt to draw more revenue — presumably more than Interclick’s price tag — makes sense for Yahoo, which saw its earnings and revenues fall 26% and 5% respectively, in its most-recent quarter.
The acquisition is Yahoo’s most high-profile since it bought TV-tagging startup IntoNow in April for between $20 million and $30 million.