Yahoo to Buy Ad Company for $680M

Yahoo announced the acquisition of RightMedia — it had already been a “strategic 20 percent investment” — a wise, counterplay to Google’s recent $3.1B acquisition of DoubleClick. Doesn’t seem to be a hasty reactionary move as Right Media’s Exchange system could be a boon to Yahoo’s publisher network and it’s new Adwords-like search advertising platform code-named Panama. Yahoo CEO Terry Semel’s optimistic blog post is here. New York Times gets a jump on the story here. A conference call will take place Monday morning and surely the industry-watchers will have more deets and analysis.

Andy Sternberg

Andy Sternberg is a digital strategist and marketing specialist with a focus on enhancing interactive and user experience through content and social media. He's been tweaking content and music-related websites since the '90s and has a Master's in Online Journalism. He's currently the head of Social & Digital Media at Rotary International. Find him on Twitter @andysternberg.

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