Just two years ago, Yahoo made another one of its expensive acquisitions by buying display ad network BlueLithium for $300 million. With a stated intent to marry rich analytical data with behavioral targeting, the ad network, founded just three years prior, was the fifth-largest in the US and the second-largest in the UK, with a reach of around 145 million monthly uniques.
Today—two short years later—it’s impossible to find it.
Google Blue Lithium or BlueLithium and the first page of results point to various news releases about the acquisition or stale company profile pages like on CrunchBase. There’s no link to a rebranding “BlueLithium is now Yahoo Web Advertising” or something similar that you’d expect. In fact, there’s no link to a yahoo.com URL whatsoever. (And just in case Google was gaming the SERP for its competitor, a quick look at Yahoo’s SERP shows similarly vacant results.)
Even worse: typing in bluelithium.com goes nowhere. As in a persistent time-out error. No 301 to Yahoo advertising.
This is beyond bizarre. Among publishers and advertisers, BlueLithium had developed a bit of a brand for itself; it was a name that was recognized. Branded searches (over 50,000 in August alone according to the Google keyword tool) and direct type-ins have undoubtedly continued. The ad network still exists (YieldBuild, in fact, supports it).
Doesn’t it strike anyone as strange that the network seems to have stonewalled any interest among publishers or advertisers that might be potential customers of Yahoo advertising? I mean, isn’t that Yahoo’s business?
This entry was posted on Friday, September 25th, 2009 at 10:33 am and is filed under Online Advertising, Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.