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This afternoon Yahoo announced that it was buying US-based ad network BlueLithium for $300 million in cash. Founded in 2004 the company has 10 offices globally and claims more unique US visitors than Google, MSN, AOL and eBay. It also claims to be the fifth largest US ad network and the second largest in the UK. It’s part of Yahoo’s push to create “the largest and most effective online ad network globally.” That network includes the recently acquired RightMedia Exchange. The company will apparently operate as a wholly owned subsidiary of Yahoo and will report into Hilary Schneider’s new organization.

Most of what BlueLithium does is behavioral or demographic targeting, which has recently seen a big push by Yahoo via its new SmartAds platform. This acquisition can be seen as partly defensive and partly offensive in an effort to retain brand advertisers that have more choices today and to build out a broad and efficient online ad network that offers huge reach (incl. beyond Yahoo), as well as targeting and search.

Not long ago AOL acquired BT ad network Tacoda.

Source:searchengineland.com

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One of my friends gave me a link to check out on GTalk about a new search engine by Yahoo.. Well that made me think ‘A new search engine by yahoo… thats interesting.’ what happned to the old one. I know its now absolete.. (Anyways Yahoo always tries to hijack your default search by its toolbar and messenger setup)

Check it out here Yahoo Alpha Search made by the Yahoo!7 Search team.

First look.. I thought its just another Google types…. because the main page was nothing like Yahoo(The cluttered one).. it was more of a Google page…

I made a search and I was impressed……. Yahoo7 guyz integrated ajax on it… yipee… Google still hasnt (I really love it when someone challenges google’s domination and this looks like can be the closest contender)… I loved the integration of yahoo and other popular portals on the search page. If you are a user of the popular offerings like Flickr, Youtube, Yahoo Answers, Yahoo news. Wikipedia and that yahoo sponsored search…

One thing that is nice… is the layout and simple interface. There is the main search results wide column on the left and the right column with all your customized results widgets(So its not tied to its own domain unlike Google). All the rightside feature buttons are collapsed… So if someone doesn’t want to see those annoying sponsored results (its annoying for some) or those extras…. Can just customize the homepage for themselves and keep it that way. And you can also share your custom search homepage wit others.

The language used is something fresh.. not the professional but the casual touch from Google ofcourse.. ( I still cant find that word to define it) When it can’t provide any answers it shows error message like

“No Results

The web is so largeAlmost boundless in its scope
Emphasis: “Almost”

There were no results returned for this website. Please try a different search term.”

So its going a little bit the donut way…… but still overall I like the simple plain non intrusive… in competition with Live search and Google look. It has the personalization thing added to it where you can add modules to it which will fetch rss feeds(Customized Homepage Everybody has that nothing new) (OpenSearch RSS) from your preferred portal content search … Any ways check it out There is an official blog of the search (on Yahoo 360 desiblogz is much better lol) that sheds some light on it..

Signing off.

Rochit