Yahoo picks up fashion commerce site Polyvore

Marissa Mayer knows fashion, and she’s bringing more of it to Yahoo with her latest acquisition announced Friday.

Yahoo has reached a deal to acquire Polyvore, an e-commerce site that lets you shop for “what’s trending in the style community,” Yahoo announced Friday. It hopes the deal will give it a place to sell more ads for retailers.

The site lets users shop for clothing and accessories, but it also has a social networking component that lets users post collections of desired items, like they might on Pinterest. The majority of Polyvore’s users are women between the ages of 18 and 34, the company says.

In its announcement, Yahoo cited advertising as a key driver of the deal. Yahoo will integrate Polyvore’s ads into Gemini, its native ads platform. Polyvore has more than 350 advertisers who are retailers, Yahoo said.

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