Microsoft acquires PromoteIQ

Microsoft scooped up New York-based PromoteIQ, a startup that helps retailers build digital advertising and e-commerce offerings for an undisclosed amount.

PromoteIQ brings with it a roster of big-name customers, including Kroger, Kohl’s and Overstock.com. The start-up will continue to operate under its name and will become a division of Microsoft Advertising.

PromoteIQ noted that the retail landscape is changing, and Microsoft brings “a humble, thoughtful approach to building out the defining operating system to power the future of commerce. PromoteIQ has pioneered the private marketplace approach to digital vendor marketing. PromoteIQ technology strategically complements Microsoft’s current retail advertising offerings.

Microsoft earlier this year separated its advertising division from the search engine Bing, to signify that the organization has ambitions beyond search. The change came almost a year after the debut of Microsoft Audience Network, a program that uses artificial intelligence and data from Microsoft services including Bing, MSN, Outlook, Skype and LinkedIn to help advertisers target native ads to specific audiences based on their online activities.

Web.com acquires Acquisio

Web.com, a leading global provider of Internet Services and online marketing solutions for small businesses has acquired the assets of Acquisio, a leading local business software provider for online advertising management.

Acquisio brings to the table a data science tools platform that increasingly focuses on artificial intelligence and automation.  The platform will be added to Web.com’s other products, which now include templated websites, SEO and domain names.  The transaction price was not announced, although Acquisio has been known to be shopping itself for some time.

The company has invested heavily in technology that helps agencies scale SMB accounts by automating campaigns on major ad platforms, including Google AdWords, Facebook Ads and Bing Ads, and reducing cost per click. Acquisio also brings a healthy number of small and independent agency accounts to the fold. The Montreal headquarters office itself is seen as an asset, as Montreal is emerging as a software hub that specializes in AI.

While Web.com is still known primarily as a provider of inexpensive, templated Web sites, the company has invested heavily in technology companies to expand its offerings and revenue in recent years. These include Yodle in mid-2016, which it acquired for $320 Million and Network Solutions Inc. in mid-2011, which it acquired for $405 Million. Yodle provided programmatic advertising, SEO and CRM solutions for larger SMBs and franchises, while Network Solutions largely provides domain services.

Verizon buys Yahoo

After a month long bidding process and many layoffs, Yahoo has finally found a buyer. Verizon (which owns AOL, which owns TechCrunch) is officially acquiring Yahoo core business for $4.83 Billion in cash, which includes Yahoo advertising, content, search and mobile activities.

The purchase will boost Verizon AOL Internet business, which it bought last year for $4.4 Billion as it gains access to Yahoo’s ad technology tools, BrightRoll and Flurry and search, mail and messenger assets. Verizon, the No 1 U.S. wireless operator, has in recent years looked to mobile video and advertising for new sources of revenue in an over saturated wireless market. It has also scaled back on its Fios TV and internet service.

Verizon could combine data from AOL and Yahoo users in addition to its more than 100 Million wireless customers to create data to help advertisers specifically target users based on online behavior and preferences. Yahoo will continue as an independent company until the deal receives shareholder and regulatory.

The sale doesn’t include Yahoo’s cash, its shares in Chinese e-commerce giant Alibaba Group Holding Ltd, shares in Yahoo Japan, Yahoo convertible notes, certain minority investments or Yahoo non-core patents. Verizon prevailed over rival bidders for Yahoo, including AT&T Inc. and private equity firm TPG Capital Management LP.