Yahoo buying style-tip specialist Polyvore in latest attempt to woo digital advertisers

Associated Press

Yahoo is buying style-tip specialist Polyvore in its latest attempt to become a more fashionable place to advertise.

Financial terms of the deal announced Friday aren't being disclosed, signaling the price of the acquisition isn't considered to be significant.

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Polyvore is an 8-year-old startup that specializes in connecting merchants with consumers browsing for ideas on clothing, health, beauty and home decor products.

Yahoo plans to tap into Polyvore's expertise and consumer following to sell more ads in its digital magazines focusing on style and beauty. The acquisition will join dozens of other mostly small deals that have been engineered by Yahoo CEO Marissa Mayer during the past three years in an attempt to boost advertising sales.

The results have been lackluster so far, barely budging Yahoo's revenue.