Yahoo! closes acquisition of Right Media, Inc.

Back in April of this year, Yahoo! announced plans to buy Right Media Inc.  As of today, the acquisition is official and we wanted to share the news with you.

So, how does an open ad exchange provide value for Yahoo! advertisers, publishers and ad networks?

Well, a little back story might help.

Right Media is the creator of a Direct Media Exchange, a self-service publisher product that allows publishers to sign up for, manage and optimize against multiple advertising networks through one interface. Yahoo! recognized the value of the Direct Media Exchange and knew that Right Media would be the “right fit” for its advertisers and publishers.

For advertisers, an open exchange will provide great inventory and audience options from all of participants in this marketplace. Advertisers will also have increased control and visibility into the buying process.

We believe this will provide great value to publishers as they will be given an opportunity to bundle their own ad inventory with inventory within the exchange.

Advertising networks benefit through the exchange by having the opportunity to compete with the largest players. The open exchange creates transparency and accountability, which should create a more level playing field for advertisers and publishers—all valuable assets that we can say “Right on!” to. 

–Roger Park, Y! Blogeratus