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Yahoo, which did not disclose terms of the deal, said Polyvore
will accelerate its 'Mavens' growth strategy.
The company has been focusing on four areas — mobile, video,
native advertising and social — which it calls Mavens, to drive
user engagement and ad sales as it battles intense competition
from Google Inc <GOOGL.O> and Facebook Inc <FB.O>.
Revenue from Mavens made up about one-third of the company's
total revenue in the quarter ended June 30.
The Mavens portfolio includes BrightRoll, mobile app network
Flurry, mobile ad buying platform Yahoo Gemini and blogging site
Tumblr.
Polyvore, the brainchild of 3 ex-Yahoo engineers, was started in
2007.
The Mountain View, California-based company allows users to
mix-and-match articles of clothing and accessories and customize
them into "sets".
Polyvore's co-founder and CEO Jess Lee was earlier part of
Google Inc's <GOOGL.O> associate manager program, which Marissa
Mayer headed before joining Yahoo as CEO.
(Reporting by Kshitiz Goliya in Bengaluru; Editing by Sriraj
Kalluvila)
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