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TheStreet Open House

Yahoo! Targets Growth Through Acquisitions

NEW YORK ( TheStreet) -- While beefing up its online offerings Yahoo! (YHOO) has shown tenacious determination to grow its advertising revenue.

Its legions of regular visitors have helped drive traffic to Yahoo!'s myriad display ads. Yahoo! remains a formidable force on the Web, accounting for about 10% of all display advertising impressions. That looks like peanuts compared to Facebook's (FB) nearly 32% share of all display ads placements.

Since CEO Marissa Mayer took control of the direction of the company a vast array of products and services now fills an entire page on the company's Web site.

Yahoo! has also awakened to the need to be a gigantic presence in the world of smartphone users and has completed a flurry of deals to make it a dominating mobile competitor. Recently it announced the acquisition of a company called Bignoggins Productions (don't you just love a clever name like that?).

It's a San Jose, Calif.-based company that develops mobile apps for players in fantasy sports leagues. It is the maker of popular apps such as "Fantasy Monster" and "Draft Monster." It was founded in 2010 by software engineer and developer Jerry Shen.

Part of the deal is that Shen, age 30, will be joining Yahoo!'s mobile engineering team at the company's Sunnyvale, Calif., headquarters. He is the only Bignoggins employee joining Yahoo!.

Yahoo isn't going to keep distributing Bignoggins apps, but will blend some of the underlying technology into its own services for playing in fantasy sports leagues. In case you didn't know, YHOO has been wildly successful in its Fantasy Sports offerings including Fantasy Football and Major League Baseball.

On June 29, YHOO announced it completed its acquisition of Tumblr one of the fastest-growing media networks in the world.

Its tremendous popularity and engagement among creators, curators and audiences of all ages brings a significant new community of users to the Yahoo! network. The combination of Tumblr and Yahoo! is expected to grow Yahoo!'s audience to more than one billion monthly visitors.

Some of YHOO's other recent acquisitions include Astrid, a task-management app maker; Summly, a news-condenser app maker; Stamped, a mobile-review app maker; Propeld, a location-based apps maker; Jybe, a social recommendation site; Loki Studios, a mobile gaming start-up, and PlayerScale, a gaming infrastructure company.

The list of acquisitions seems to go on and on. It has helped YHOO to increase its menu of mobile offerings to the point where the company has increased its mobile email usage by 70%. YHOO has also experienced a 50% increase in photo uploads from another service it bought, Flickr.

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