September 9, 2014 Comments Off on Goodbye Luminate
Yahoo’s acquisition spree is still in full swing. Just a few days ago, the internet giant acquired and immediately shut down Luminate, an interactive-image ad platform that allows marketers to create ads within an image. The ads appear once a reader moves the mouse over the tagged image. Luminate’s platform is so successful that they have over 150 million users and 30 million image views each year.
So why did Yahoo close down a successful company? According to analysts, Yahoo doesn’t really want Luminate the brand, only the technology behind the business. Yahoo has its own advertising platform called Gemini, a combined marketplace for mobile search and native advertising. Luminate’s technology will make a neat addition addition to the Gemini platform, and could benefit Yahoo’s ailing ad business, which tumbled seven percent last quarter. Read about the deal here.
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