Yahoo to Buy IndexTools Web Analytics ProviderYahoo to Buy IndexTools Web Analytics Provider

Yahoo announced that it will acquire "substantially all" of the assets of Tensa Kft. -- the proper name for IndexTools -- in a move that should make it easier for small and medium businesses to analyze the effectiveness of their Web advertising.IndexTools provides traffic alerts, custom site reporting features, and live cost analysis based on dynamic pricing data from search engines. "Yahoo believes that the ability to generate the most valuable and relevant insights is essential to seizing market opportunities and creating successful campaigns," said Bassel Ojjeh, senior vice president and head of Yahoo's Strategic Data Solutions group. "We expect that the IndexTools' technology platform will provide our customers the opportunity to more quickly uncover and act on these insights." The company said that the first beneficiaries of the acquisition would be the 150,000 SMBs using Yahoo to market themselves online.

Currently, IndexTools is available in two versions: an "e-business" version at $50/month and an enterprise version at $250/month. Yahoo is expected to offer at least one of the versions for free.

Jeffrey Eisenberg, cofounder and CEO of marketing consulting firm Future Now, said, "This is really good for display advertisers. The people who are not using Google AdWords -- this will make those people more aware of results."Silicon Valley Business Journal, ClickZ