MUMBAI: Yahoo! Inc is acquiring an online advertising service called 5to1 Holding for $28 million.

The deal will provide the digital media company with more tools to place online adverts for big companies wanting to promote their brands.

After the close of the transaction, the 5to1 team will be joining Yahoo! as part of the ad marketplaces group. 
 
"5to1‘s innovative platform and premium private marketplace will further enable Yahoo! to extend our advertising leadership," said Wayne Powers, SVP, advertising sales for the North America region. "5to1 provides additional access to publishers and unlocks the value of unsold inventory for premium brand advertisers."
About 20 websites work with 5to1 to sell their unused advertising space. 5to1 focuses on premium brands and media partnered in a marketplace environment, enabling major media publishers to fill unsold inventory with premium advertisements.

5to1 CEO and co-founder James Heckman said, "We‘re thrilled for our media partners that Yahoo! is backing our platform and the alliance. The 5to1 team is looking forward to joining Yahoo! at the close of the transaction and being part of its global reach."

Yahoo! expects to close the acquisition in the second quarter.