Yahoo has just announced that it will be acquiring advertising platform 5to1 for $28 million.
5to1 first launched in September 2009, and raised around $13 million in various rounds of funding. The startup is an online advertising alliance consisting of major media publishers. Built on a proprietary publisher-controlled platform, 5to1 offers advertisers premium inventory at mass scale.
Yahoo says that the acquisition of 5to1 will enable allow the company “to build upon its publisher partnerships and expand its premium inventory.” 5to1 works with more than 20 premium publishers. The 5to1 team will be joining Yahoo as part of the Ad Marketplaces group.
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