Yahoo buys 35% stake in Tyroo Media

Yahoo Inc on Wednesday said it will buy over 35 per cent in Gurgaon-based Tyroo Media Pvt Ltd. Tyroo, a part of Smile Interactive Technologies Group (Smile Group), is an ad-network, which offers services for advertisers and publishers.

The investment is expected to enable Tyroo to access Yahoo's knowledge of Internet advertising and help Tyroo in expansion. Yahoo, however, did not divulge the quantum of the investment.

"Through this investment, Yahoo would act as a catalyst for the entire ad-network industry in India, which is still in a nascent stage. It would also signify our increasing focus in Indian online advertising networks," Mr George Zacharias, Managing director of Yahoo India, told reporters here.

The cash infusion by Yahoo would be used to invest in technology and sales network to reach out to small and medium sized advertisers and publishers in India. Tyroo plans to offer newer ad-formats, enhanced customer support and flexibility to advertisers and publishers in managing campaigns. Tyroo is planning to to set up sales offices across the country and recruit more people by the year end. Yahoo will get a seat on the board of the company.