Yahoo's (YHOO) quest to boost its sagging profits seems to be tied into acquiring online ad companies to offer a wider and deeper range of advertising options for its customers.
Late Tuesday they announced they're acquiring Internet advertising network Blue Lithium for $300 million cash, to enhance that strategy. This comes on the heels of Yahoo's purchase of Right Media, Inc., which they paid $700 million for.
Along with their extensive ad network, the privately held BlueLithium includes "behavioral targeting" tracking technology which is able to indentify interests of 
Web users and make offers related to what they're interested in. It's possible to get higher ad prices for targeting as well, which is important with the lower priced social networks putting pressure on Web portals' ad margins.
If people have been looking for colleges, investments or loans, etc., advertisements related to those interests can be specifically targeted to those areas.
Even so, it's obvious that Yahoo is also trying to build scale through this acquisition, and show investors they're doing things to win back market share from their competitors.
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