Yahoo! buys display ad firm Dapper

SAN FRANCISCO: Yahoo!, seeking to maintain its hold on the display advertising market, announced Tuesday that it had acquired Dapper, a company that creates the interactive Web advertisements.

Financial terms of the acquisition were not disclosed.

Dapper, which was founded in 2006, operates a technology platform for display ad creation and optimization.

"Dapper's capabilities combined with Yahoo!'s already deep consumer insights will further enhance Yahoo!'s ability to deliver customized and relevant advertising," the Sunnyvale, California-based Yahoo! said in a statement.

Frank Weishaupt, a Yahoo! vice president, said the acquisition of Dapper "will help Yahoo! to more efficiently deliver dynamic and personalized ads for customers across more of our network."

Yahoo! said it currently partners with Dapper and owning the company will allow Yahoo! to "deliver innovative solutions to an even broader range of advertisers and integrate dynamic ad serving into key Yahoo properties."

"The Dapper team is thrilled to be joining Yahoo!, already the largest and most successful force in display advertising," Dapper president and chief executive James Beriker said.

"The addition of our technology platform will bring advertisers and agencies a highly scalable solution for building and optimizing dynamic ad campaigns with the reach and quality of Yahoo!'s network."

Yahoo! said it expects the acquisition to close in the fourth quarter of 2010.