p2pnet news | Advertising:- In the midst of fending off (or pretending to) attempts by Microsoft to bring it into the Gates Empire, Yahoo has forked out $160 million to buy Maven Networks, an online firm selling a system for managing advertisements in online videos.

Maven claims it’s, "the first and only complete online video advertising solution to dramatically increase video advertising inventory and revenue via new ad formats, an intelligent and dynamic video ad insertion engine, and sophisticated video ad inventory management tools."

The likes of Fox News, CBS Sports, Hearst, The Financial Times and Gannett, "use Maven’s technology to show and distribute videos, as well as for other tasks, such as identifying the right moment during a video to show a particular ad," says the New York Times.

"Yahoo, which is trying to position itself as a seller and distributor of all types of online ads, said the acquisition would help it sell and deliver video ads not only on its own site but on other sites across the Web. Yahoo plans to offer its ad-selling services to Maven’s media clients."

The news comes after Yahoo turned down Microsoft’s $45 billion take-over bid, described by the Los Angeles Times as part of a "corporate mating dance".

Analysts predict Bill and the Boyz will succeed in the end, but only after increasing their $31-a-share offer, says the story, adding:

"In December, nearly 141 million U.S. Internet users watched more than 10 billion videos, according to research firm ComScore Inc. Google, which outmaneuvered Yahoo to buy video-sharing site YouTube in 2006, captured the largest audience, with 79 million viewers.

"In terms of the number of videos watched, Google had nearly a third of the market; Yahoo had 3.4%."

Slashdot it!

Also See:
fending off – Yahoo’s last day as Yahoo?, February 8, 2008
New York Times – Yahoo Acquires Ad Technology Company, February 13, 2008
Los Angeles Times – Yahoo buys Maven Networks for $160 million, February 13, 2008

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This entry was posted on Wednesday, February 13th, 2008 at 6:46 am and is filed under Advertising, Product News. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.

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