Microsoft set to acquire YaData

Microsoft announced on Wednesday (February 27th) that it is to acquire Israeli company YaData.

YaData provides advanced tools for the discovery of unique customer segments and it claims that its technology will offer richer targeting capabilities to advertisers who use Microsoft.

In addition, the company maintains that its behavioural targeting tools will provide Microsoft advertisers "more relevant and focused" ads, allowing them to engage more fully with their audience.

Commenting on the agreement, Amir Peleg, chief executive officer of YaData, said: "YaData fully believes in the potential of behavioural targeting to enhance the value of online advertising for publishers, advertisers and users.

"Microsoft has the resources to unlock the potential in YaData´s technology and create a truly innovative online advertising solution. We’re excited to see what the future holds."

The acquisition is yet to be finalised as the required regulatory approvals have not yet been received.

YaData has its headquarters in Tel Aviv and was founded in July 2006.

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