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Yahoo to buy online ad technology firm Dapper

Financial terms of the deal not disclosed but Yahoo expected to deliver ads on a larger scale.

Yahoo on Tuesday agreed to buy Dapper, an online ad technology firm that creates interactive personalised ads for web users.

The companies did not disclose the financial terms of the deal which is expected to close in the fourth quarter.

Dapper's technology surveys browsing habits, search histories, time-of-day web usage and other metrics of web users to create ads that show the right products, offers or messages to people based on their interests.

Yahoo said the new acquisition will enable it to deliver ads on a broader scale to more advertisers.

Google acquired similar technology when it bought display ad company Teracent last year.

"By combining Dapper's dynamic creative and real-time bidding technology platform with the largest and most successful leader in display advertising today, we expect to be able to bring advertisers and agencies greater efficiency and performance at a tremendous scale," said a post on Dapper's Web site.