Who needs Microsoft? We Got Maven, said Yahoo!

Yahoo buying Maven to bolster online advertising video

Despite the dark outlook for the veteran Web property, Yahoo announced today that the company had purchased video online Maven Networks. Information Week reports that Maven currently serves ads over 30 media including accompanying some of the largest websites on the Internet, such as Fox News, CBS Sports and Hearst.

Yahoo said that the purchase will solidify its position in the emerging market for online advertising and video Yahoo has relationships with more than 75% of the top TV advertisers. Maven is not what most would think of as an advertising company. Maven is involved in testing new ad formats rather than actually selling ads to websites.

Hilary Schneider, executive vice president of global solutions partner said in a statement, “video is projected to be the fastest growing segment of the market for online advertising, and Maven help significantly advance the strategy of Yahoo, expansion the opportunity for video editors and enhancing the efficiency and effectiveness for advertisers. “

Only time will tell whether this purchase Yahoo help their patients and to help achieve a balance Yahoo back to its former glory. DailyTech recently reported that Microsoft offered to buy Yahoo for a friolera $ 44.6 million, which Yahoo subsequently rejected. This resulted in the denial Microsoft considering a hostile takeover bid for Yahoo.

Few doubt video online is the future of online advertising. This was the key point in the Writers Guild of America strike that tore billion in the economy of California. According to a study by Parks Associates released today new media platforms advertising in the USA Capturing a massive $ 12.6 billion in revenue in 2012. Multimedia Broadband advertising account for more than $ 6.6 million of that figure.

Yahoo is trying to own land for the future. What is questionable at this point is whether you can hold on Yahoo until the industry matures and its $ 160 million purchase of Maven starts pulling its own weight.

Yahoo is not alone in the search world when it comes to making purchases of advertising companies. Google DoubleClick bought in December 2007 for $ 3.1 billion. Yahoo countered by purchasing the company BlueLithium announced in September 2007 for $ 300 million.