There has been talk of the Indian online advertising and search driven portal landgrab is beginning with Yahoo & Google possibly targeting acquisitions of Rediff and other popular Indian web destinations, but Yahoo just made a move which is quite similar to their Right Media strategy in the US.
Yahoo has acquired a 35% stake in Tyroo, an online advertising network based in Gurgaon, for an undisclosed amount.
“Yahoo India has bought more than 35 but less than 50 per cent stake in Tyroo for a significant amount and the tie up would help us cater to our international clients who want to advertise in India,” Yahoo India Managing Director George Zacharias told the Hindu News.
Like Right Media, Tyroo is a self service advertising network which attracts publishers and advertisers of all sizes. With an incredibly active online population, Yahoo seems to be fortifying their strength in display advertising, while also possibly setting up a scenario to incorporate SmartAds advertising in the Indian sponsored search market.
Hi Loren,
Just wondering since it says “more than 35 but less than 50 per cent stake” why in the title you wrote that it buys 35%?
It’s at least 35% and the media is treating it as so (perhaps I should have included a footnote).
Until Yahoo (India) goes public with the exact figure, we’ll leave it at 35%.
Yahoo extending its network very promptly to fight with google.
Interesting purchase.
Does it mean that Yahoo Publisher Network will be available in these part of the world soon?
or its just an acquistion to get more advertisers?
good
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