Yahoo might still be vying with Google to acquire Rediff.com, but they’re clearly not waiting around to dig their heels deep into India: Yahoo recently acquired between 35 to 50 percent stake in Indian Internet ad company Tyroo Media, reports InfoWorld. Terms of the deal weren’t disclosed, according to George Zacharias, managing director of Yahoo India. From the article:
The deal with Tyroo will allow Yahoo to grow its business with third-party publishers in India while it prepares to bring its revamped advertising system, code-named Panama, into the country, along with technology it acquired from Right Media, Zacharias said.
Both companies will also integrate their back-end systems so that advertisers on both Yahoo and Tyroo have access to each other’s networks.
Tyroo Media, which places targeted ads on a network of around 1,200 sites, is geared towards smaller businesses. Motley Fool points out that since less than 2% of India’s population has regular computer access, online advertising lacks critical significance at this point. In fact, most of the sponsors on Tyroo don’t have and are not required to have a website — Tyroo will send messages via e-mail or SMS to advertisers when a consumer expresses interest.
Yahoo hasn’t been slacking when it comes to putting their roots in India’s developing market. Beta-testing of their search-based ad business began in India over a year ago, and since its public launch eight months ago, it now has “several thousand small advertisers,” according to Zacharias.
Still, considering Yahoo’s less-than-stellar financial reports, it’s interesting how many companies they’ve been snapping up, as Justin Mann over at TechSpot.com notes:
Considering the financial difficulties Yahoo has faced the past year, it is surprising they are so gung-ho about snagging up other services. Taking the Google approach with buying everything you can see might work — if you are Google. Does Yahoo have something planned?