Yahoo! acquires web marketing analytics firm

Yahoo! is to acquire Hungarian web analytics software firm IndexTools for an undisclosed sum. Upon completion of the acquisition, IndexTools’ assets will help Yahoo! expand its clients’ online marketing efforts.

The company announced that it has entered into a definitive agreement to acquire substantially all of the assets of IndexTools, also known as Tensa Kft.

The acquired technology will add capabilities to deliver relevant insights and metrics for online campaigns that run across the Yahoo! network. Over 150,000 small- to medium-sized enterprises (SMEs) using Yahoo! for online marketing will initially benefit from improved metrics as a result, said Yahoo!

The company expects to add capabilities enabling third-party developers to monitor and optimise the traffic performance of their applications later on in the year.

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