In other Microsoft news, the company bought an Israeli startup today called YaData, which makes analytic software for marketers to help them micro-segment consumers. (Redmond is not going to let a little thing like a $1.4 billion fine slow it down). The purchase price was undisclosed, but Israeli newspaper The Globes is reporting that the price is between $20 million and $30 million.
YaData will be folded into Microsoft’s Israeli R&D center in Herzliya, Israel and its product will be sold through Microsoft’s Advertiser and Publisher Solutions group. Maybe this will help Microsoft do some of that mysterious “engagement mapping” it’s been talking about. From the press release:
YaData’s technology will enable Microsoft to provide its advertisers with richer targeting capabilities so they can connect with their audience in more efficient and engaging ways, at the same time providing its customers more relevant and focused ads.
YaData’s technology will be integrated into Microsoft’s Advertiser and Publisher Solutions group and will add advanced behavioral targeting tools and capabilities to Microsoft’s online advertising platform. The addition of YaData’s technology will help Microsoft’s efforts to improve advertisers’ ROI and to provide more focused and relevant advertising, tailored to specific client needs.
The company, which was founded in 2005, raised a $4 million series A financing from Giza Venture Capital and Ofer Hi-tech. And back in 2006—you’ve got to love this—it raised a seed round from Oracle. Larry Ellison, the check from Microsoft is in the mail.