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Yahoo has acquired mobile advertising startup Admovate. Admovate’s engineers will join the company’s display advertising team in Sunnyvale. Further details of the acquisition were not disclosed.

Scott Burke (SVP, Display Advertising and Advertising Technology):  This acquisition is part of our efforts to invest further in our ad tech platforms—Apt, Genome, and Right Media—and make buying easier for advertisers and agencies.

“When we started AdMovate in 2012, we built a product enabling advertisers to create and deliver personalized, hyper-local targeted offers through the mobile channel,” said Admovate on the company website. “We’re thrilled to join Yahoo’s advertising team where together we will execute that vision faster and address the most important mobile advertising challenges for our customers,” it added.

Yahoo is expected to bring new ad products to its global advertisers and partners in the coming months.