The financial terms of the deal were not disclosed.
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Yahoo is buying style-tip specialist Polyvore in its latest attempt to become a more fashionable place to advertise.
Polyvore is a social e-commerce website that allows users to shop for clothes and accessories but also create collages of items they want to purchase, similar to what users on Pinterest do.
Following the closing of the acquisition, Polyvore products and services will continue to operate. Specifically, it said Polyvore’s technology will bring a proven native ad model and strong advertising relationships with more than 350 retailers to Yahoo’s native ad platform, Yahoo Gemini.
“The combination of Yahoo!’s industry-leading digital content with Polyvore’s expertise in community and commerce has outstanding potential”.
Yahoo! has snapped up dozens of tech startups since former Google executive Marissa Mayer signed on as chief three years ago.
The firm has been specializing in 4 areas – cellular, video, native promoting and social – which it calls Mavens, to drive consumer engagement and advert gross sales because it battles intense competitors from Google Inc (GOOGL.O) and Facebook Inc (FB.O).
The acquisition, which hasn’t closed yet, will mark a homecoming for three of Polyvore’s co-founders, Jianing Hu, Guangwei Yuan and Pasha Sadri. She was asked to join the company to solve these issues herself.
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In 2012, Polyvore, which reportedly has over 20 million monthly users and offices in Mountain View, San Francisco and New York, received a $14 million Series C funding from investors including DAG Ventures, Benchmark Capital and Matrix Partners.
