A successful bid by the Daily Mail publisher for Yahoo's Web assets would open the door to an even bigger U.S. expansion by the British news conglomerate, best known to online readers for its fast churn of celebrity gossip, crime and viral news stories.

Buying up portals like Yahoo Sports or Finance would instantly provide the traffic, advertising technology and content distribution platforms the British publisher would need to double down on its expansion ambitions, particularly in the U.S., says Colin Gillis, an analyst at BGC Financial. With Yahoo, “you have a more global platform. One of the new problems (with Yahoo) is that they have a lot of traffic but they don’t own much content. They’re the front door.”

The success of DailyMail.com and Elite Daily is behind recent discussions to join with other potential bidders for Yahoo, Daily Mail said Monday in an emailed statement.
Daily Mail also owns other, more staid information businesses, including firms that provide data analytics to industries, perform risk modeling and publish trade publications.

The Daily Mail’s U.S. news operation has grown in traffic and ad revenues, with digital ad sales growth in the U.S. outstripping U.K. rates. It recently bought Elite Daily, a site focused on the 18-34 age group, whose ad sales rose 211% in its most recently reported quarter. “Daily Mail has more pieces to it than just the operation you see (on its flag website),” analyst Gillis says. Shares of Yahoo ( YHOO) rose 1.1% Monday to $36.48. In London, Daily Mail closed down 0.7%.