Continuing it acquisition spree, Yahoo has acquired social marketing start-up Bread for an undisclosed sum. Founded in 2011, Bread makes a URL shortner whose link displays an ad between the time that someone clicks on the shortened link and when they are taken to the related website.
“Through this acquisition, we’re gaining a team of six engineers and product managers who will join our advertising technology organization in Sunnyvale,” a Yahoo spokesperson said. This is Yahoo’s latest acquisition after it scooped up social browser Rockmelt in August. Under the reign of new CEO Marissa Mayer, Yahoo has acquired over 20 startups including the billion-dollar buy of blog platform Tumblr.
“We are thrilled to join Yahoo’s advertising team in Sunnyvale where we will be working on developing next-generation solutions for social and mobile publishers and advertisers”, Bread CEO Alan Chan said in a company blog post. As a result of the acquisition, Bread has shut down Bread Social and Bread Oven and all Bread URLs will remain active until Nov. 11. It has recommended users switch to dominant URL shortener bit.ly.
Bread helped users to let monetize their social media reach. By acquiring the company it looks like Yahoo wants to make some strides in that end. The 800 million monthly active user service, recently revamped Yahoo Mail with various features along with adorning a new slimmer logo.
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