Yahoo Looking at 5to1 Purchase for $25 Million

According to sources close to the situation, Yahoo is in advanced talks to buy 5to1, a self-serve premium ad platform, for $25 million.

The Los Angeles start-up is run by Jim Heckman, a well-known Internet exec.

It also was co-founded and funded by Yahoo Americas head Ross Levinsohn, but he apparently divested himself from 5to1 when he joined Yahoo.

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