Yahoo! are set to acquire RightMedia, a company that runs an ‘exchange’ where advertisers can buy space on thousands of niche websites. The amount being paid for the same is $680 million in cash and stock. This purchase comes hot on the heels of Google’s $3.1 billion purchase of DoubleClick last month.
Yahoo! has fallen behind Google in the market for text adverts that are generated when an Internet user types a search query, and it is determined not to risk becoming an also-ran in display advertising.
New York-based RightMedia was founded just four years ago, and has grown rapidly. More than 20,000 buyers and sellers every day trade ads that appear on an average 4bn page impressions. It takes a commission of eight per cent on each deal, and is expected to reach break-even at the end of this year.
Eventhough Yahoo! has tried hard to counter Google’s move, Google is still ahead of the pack.
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