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Microsoft snacks on Yadata while waiting for Yahoo

A few months after acquiring advertising giant aQuantive for $6 billion (opens in new tab), Microsoft has purchased yet another digital ad company, YaData, for around $25 million.

Start-up YaData Ltd is sells solutions that allow the customers to discover unique customer segments; in other words, it produces tools to unearth hidden, underlying trends.

YaData's technology will allow advertisers to target their ads better, in more efficient and engaging ways, says the Israel-based Globes-online article which broke (opens in new tab) the news.

YaData will integrate Microsoft Research and Development in Israel and the start-up's solutions will join Microsoft's Advertiser and Publisher Solutions group.

"The purchase of YaData brings the Israeli R&D center into the field of online advertising, which is undoubtedly one of Microsoft's most strategic fields," said Moshe Lichtman, president of the Microsoft Israel R&D Center. "This is a great example of how Israeli technology has considerable value that is contributing to our most important areas of development."

Désiré has been musing and writing about technology during a career spanning four decades. He dabbled in website building and web hosting when DHTML and frames were en vogue and started writing about the impact of technology on society just before the start of the Y2K hysteria at the turn of the last millennium. Following an eight-year stint at where he discovered the joys of global tech-fests, Désiré now heads up TechRadar Pro. Previously he was a freelance technology journalist at Incisive Media, Breakthrough Publishing and Vnunet, and Business Magazine. He also launched and hosted the first Tech Radio Show on Radio Plus.