Yahoo (YHOO) said late Friday it is scooping up social shopping startup Polyvore as the firm looks to enhance its consumer and advertiser offerings.
The parent of Yahoo Finance said in a press release that Polyvore will help Yahoo "power native shopping ads that drive traffic and sales to retailers." Yahoo CEO Marissa Mayer has said repeatedly that native advertising is a major opportunity for the Sunnyvale, Calif.-based company.
Polyvore enables users to put together sets of items, like clothing and accessories, in a socially-forward setting. The company says on its website that it was launched in 2007, and was, in fact, the "brainchild" of three former Yahoo engineers, Jianing Hu, Guangwei Yuan and Pasha Sadri.
Jess Lee, Polyvore's CEO, actually worked for Mayer as a product manager during the Yahoo chief's tenure at search giant Google (GOOGL), according to The Business of Fashion, a news publication about the fashion industry. Lee was an early Polyvore user, and managed to climbRead More »from Yahoo to buy social shopping startup Polyvore