11 April 2008
Yahoo! has bought IndexTools, a provider of Web analytics software for online marketing.
Completing the acquisition, will see the addition of the IndexTools’ assets is intended to expand Yahoo!’s set of services designed to maximize its clients’ online marketing efforts.
Bassel Ojjeh, senior vice president and head of Yahoo!’s Strategic Data Solutions group, said:
Yahoo! believes that the ability to generate the most valuable and relevant insights is essential to seizing market opportunities and creating successful campaigns.
The acquired technology is expected to improve Yahoo!’s current analytics offerings by adding capabilities to deliver relevant insights and metrics for online campaigns that run across the entire Yahoo! network. Initially Yahoo! will offer these enhanced tools to more than 150,000 small-to-medium businesses marketing on the Web with Yahoo!
Neil Morgan, Vice President of EMEA Channels and Marketing, Omniture, commented:
This is a very late move by Yahoo! into providing a web analytics offering to its customers which Google and Microsoft have done for over a year. Clearly it will be focused on helping maximise their ad sales, so once again the market has lost an independent web analytics tool and their customers an unbiased way to measure their results.
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