Yahoo builds out shoppable ad tech with MikMak deal

Dive Brief:

  • Yahoo is partnering with e-commerce platform MikMak to offer add-to-cart functionality and analytics for advertising campaigns on its properties, including Yahoo Finance, TechCrunch and AOL, according to an announcement.
  • CPG advertisers can now offer consumers a multi-retailer checkout experience directly from their ads on Yahoo, allowing website users to buy from their preferred source. The deal also gives brands access to MikMak Insights to assess…

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