Yahoo is acquiring AdInterax, which offers tools allowing marketers to create multimedia ads that Yahoo will integrate into its existing services for advertisers. Financial terms were not disclosed.
"We're moving into this space because we feel the rich media experience should be more ubiquitous," said Todd Teresi, vice president of global sales operations for Yahoo. "It provides tremendous depth of engagement, and enhances user experience, and drives effectiveness into the markets. And it drives efficiency on the network."
Previously, Yahoo worked with third-party providers of multimedia technology to place rich media ads--those containing motion, sound or video--within its network of sites for advertisers. The company will continue to do that, but will include its own rich media technology services for free as part of an advertiser's marketing buy with Yahoo, Yahoo official said.