Yahoo buys Right Media Ad Exchange
In a move that follows Google’s announcement that they have bought DoubleClick, Yahoo, have just announced that they have bought Right Media.DoubleClick operates in a similar way to Right Media which co-ordinates advertisers, publishers and ad networks. 
Right Media will operate as an independent division of Yahoo. I’ll be interested to see how this pans out for Yahoo and Google, and whether Google will be taking a different line to Yahoo and integrating DoubleClick offerings with their current tools. It is worth noting that Google Analytics (formally Urchin) is still disparate from AdWords reports.
For more information on this story, or background information check out The Register, Democracy on the online ad, Right Media Blog or Right Media.
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