Yahoo! Moves to the Right, Sort-of
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
Read Comments (4) | Post Comment | categories:: Announcements, Yahoo! News
July 12th, 2007 at 2:55 pm
[...] Link to Article yahoo Yahoo! Moves to the Right, Sort-of » Posted at Yahoo! Publisher Network [...]
July 14th, 2007 at 5:12 pm
And is this going to push YPN out of beta, or delay it even longer?
July 17th, 2007 at 12:41 pm
You can also move to the ‘right’, by coming out of Beta. Hehe. It seems a lot of companies are buying out other companies, for example vBulletin.com was acquired by another company.
We can only hope this will be a smart move for Yahoo.
August 22nd, 2009 at 7:06 pm
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