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Yahoo to Buy Analytics Firm IndexTools

Yahoo is acquiring all assets of IndexTools, a web analytics software provider for online marketers.

IndexTools' technology shall enable Yahoo to purvey metrics and qualitative insights for online campaigns across its network. It plans to avail the system first to small and mid-sized clients.

Capabilities that enable third-party developers to monitor application traffic performance will also debut in the last half of 2008.

Priority-wise, Yahoo has been light on analytics and heavy on content offerings. It owns popular social media sites like Flickr and It recently improved its blogroll functionality, launched a woman-targeting content site and announced the development of AMP, yet another ad system for online publishers.

The company's ability to monetize of its content efforts have been hit-or-miss, and marketers have generally been lukewarm about its offerings. The addition of a strong analytics backbone across Yahoo's ventures may help turn the tide.


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