Yahoo acquires ad-service, URL-shortener Bread

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Yahoo has acquired tech company Bread, a URL shortener that allows users to design then target advertisements to readers who click on their links.

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“Through this acquisition, we’re gaining a team of six engineers and product managers who will join our advertising technology organization in Sunnyvale,” a Yahoo spokesperson said.

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Bread, which has already been shuttered, allowed users to make and insert ads that people clicking through to a shortened link’s webpage would have to view, according to media.

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“When we launched Bread in 2011, our goal was to help social media influencers and publishers better monetize their online content,” the company said in a statement.

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All Bread links will be viable until November 11, at which point the company says users should switch to another URL shortner, bit.ly.

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Yahoo has been undergoing major changes since former Google executive Marissa Mayer became boss just over a year ago, notably acquiring what is now more than 20 startups including the billion-dollar buy of blog platform Tumblr.

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