Dive Brief:

• Yahoo has announced its acquisition of Israeli startup ClarityRay for an undisclosed amount— estimated to be between $15 to $25 million. 
• ClarityRay offers ad fraud protection and is best know for a solution that helps advertisers circumvent ad blocker browser extensions. 
• In a public statement, Yahoo explained that ClarityRay's technology will be used to make their site "better and safer for users," which in turn will mean "advertising will become more reliable and profitable for partners."

Dive Insight: 

ClarityRay does offer two enticing benefits: the ability to say Yahoo is safer for users, and the benefit of delivering ads more efficiently. With a strong backer like Yahoo, the startup should have more resources to innovate its technology further — hopefully resulting in a safer environment for ads overall.