Yahoo to acquire marketing analytics company

IndexTools, a Hungarian start-up that makes Web analytics tools for marketing, is expected to become part of Yahoo by midyear.

Yahoo announced Wednesday that it plans to acquire Tensa Kft., a Hungarian company known professionally as IndexTools, which makes marketing analytics tools for the Web.

Financial terms of the deal were not released, but Yahoo hopes that the acquisition will be finalized by the middle of 2008. Yahoo, currently battling with both a Microsoft takeover offensive and its status as second-string to Google in online advertising, plans to use IndexTools' technology to bolster its existing marketing analytics software. The initial target, a release from Yahoo explained, will be the 150,000 small and medium-sized businesses using Yahoo's marketing analytics tools.

There are also plans to build a third-party developer platform for the Yahoo-incorporated IndexTools.

In addition to its base in Budapest, Hungary, IndexTools also has offices in Frankfurt, Germany, and in New York.

 

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