Yahoo's Not Gonna Crack

Yahoo’s so happy, ‘cause today, it’s found some friends that aren’t just in its head. Yahoo bought pre-modern psychiatric mood-stabilization treatment BlueLithium (the original “up” in 7up) for $300 million. BlueLithium, founded in 2004, buys banners on lots of sites and resells them to advertisers (wow, put that way the whole thing sounds like a huge sham, like GoDaddy or other internet resellers).

BlueLithium claims that it puts its 120 San Jose employees to good use doing more than banner scouring, and that the company uses sophisticated “behavioral-targeting technology” beyond the banner scouring guy marking down what site the banner was on and putting two and two together (hmm, I bought this banner on a porn site, my “behavioral-targeting spidey sense is telling me that the buyer of this ad may want to target deviant porn addicts, and that the behavior of those users may be, to click on a lot of porny looking things).

Yahoo adds the upper to its hodgepodge assortment of other newly acquired advertising related sites and services, including ad-exchange Right Media. Yahoo’s share price is so ugly, but that’s ok, cause so are you. Yahoo’s will is good and shares are up over a half percent in morning trading.

http://www.dealbreaker.com/