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Yahoo has reportedly acquired the mobile marketing company Actionality. This has not yet been confirmed.
The Munich-based mobile media company is said to have been acquired by Yahoo early this month for an undisclosed amount. Actionality specializes in rich-media mobile ads, like commercials, which can be integrated into mobile content and targeted towards specific demographics. With few setup steps required, Actionality aims to provide an easier way to create mobile marketing strategies without the need for APIs or programming, allowing you to focus on the strategy end of mobile marketing, and not the technology.
It's clear that companies are swiftly moving into the mobile marketing arena while taking advantage of consumers' desire to share media across a mobile platform. This seems like a tie-in for Actionality, where video commercials can be included with mobile content. Actionality has a presence in both Asia and Europe, which could aid in Yahoo's global expansion for search and marketing.