The purchase will boost Verizon's AOL internet business, which it bought last year for $4.4 billion, as it gains access to Yahoo's ad technology tools.
The purchase will help the French company to pursue affluent consumers by adding WhiteWave's popular health food offerings such as Silk almond milk, Earthbound Farm Organic salad and Horizon organic milk to its product range.
The snub underscores the challenges Mondelez Chief Executive Irene Rosenfeld faces in wooing Hershey's controlling shareholder, the Hershey Trust, a $12 billion charity created by the eponymous company's founder a century ago.
'Magic Pony's technology ... will be used to enhance our strength in live and video (imagery) and opens up a whole lot of exciting creative possibilities for Twitter,' Jack Dorsey wrote.