ADOTAS – After Google acquired dynamic display technology firm Teracent last year, it was widely speculated that more dynamic creative companies would get soaked up by bigger players. Well, it’s taken a while but now Dapper has been purchased by Yahoo for an undisclosed amount.
Dapper’s data-mapping technology, created by a black hole physicist and a computer scientist, blends dynamic creative with retargeting based on client inventory to astonishing effect. Airlines and online travel companies in particular love the technology as they can target potential travelers and show them variations on fares as well as offer discounts. However, many sites can’t support the volume the ads generate, but Yahoo’s network certainly can.
In August Dapper launched the Dapper Display DR Platform, its full- and self-service display solution for direct-response-focused large advertisers. The tool combines a media buying platform with the ability to create, traffic and target dynamic ads based on advertiser inventory.
Sound too good to be true? Check out the demo: