Internet giant Yahoo! recently announced that it is acquiring Tensa Kft., a Hungarian based analytics-software Company popularly known as IndexTools, in order to improve analytical tools for the advertisers.

 Indextools specializes in providing companies with tools that help in tracking their campaign effectiveness and automate the management of auction bidding.

Yahoo aims to hold up its position through the acquisition, a move which is seen as the main nerve of the internet advertising economy by the marketers. This can be interpreted as a strategic move to create more effective ad campaigns through better data availability.

How would the online marketers benefit? According to Bassel Ojjeh, senior Vice President and head of strategic data solutions, Yahoo; the process starts with knowing in whether the campaign is functioning or not in real time, which eventually turns that insight into tweaks that improve performance.

This takeover is one amongst the latest and has further fuelled the growing list of acquisitions taking place by major web companies in order to advance the technology underlying their ad platforms. Another recent example is that of Microsoft, the software giant, and Rapt, an analytics company known for providing tools for publishers to manage the complex processes of online ad selling.

Yahoo will roll the IndexTools technology into its Ad Centre, where companies can log in to view the data regarding their campaign effectiveness. Further, it stated that the initial offering based on the new tools will be ready for the 150,000 small and medium sized enterprises (SMEs) that make use of Yahoo to market their products and services.

Right through the first year succeeding the acquisition, Yahoo plans to roll out Application Programming Interfaces (APIs) that will help third-party developers make use of IndexTools technology to track their application usage.

IndexTools has its offices in Germany, Frankfurt, and New York, along with its headquarters in Budapest.

Yahoo expects to seal the deal in the initial half of the year, though the financial terms of the transactions remained disclosed.