Yahoo to buy ad marketplace Right Media for $680 Million

[mandy]

Yahoo plans to acquire Right Media, a privately held company that runs an advertising marketplace, in part to bolster its position as a seller and broker of ads outside its own sprawling network of Web sites, the companies' chief executives said Sunday.

Yahoo, which bought a 20 percent stake in Right Media last October, will pay approximately $680 million, in equal parts of stock and cash, for the remaining interest in the company, which is based in New York...

Right Media, a 4-year-old company, runs an exchange in which advertisers and publishers buy and sell online ad placements in real time through an auction system. DoubleClick, which specializes in serving ads on Web sites, announced recently that it would develop a similar type of exchange. Online publishers are increasingly turning to exchanges like these to sell ad space on their sites...

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