Yahoo is making its power move to counter Google’s acquisition of DoubleClick: the company is acquiring RightMedia, the ad marketplace in which it already owned a 20% stake.
In a New York Times article to be published Monday, the price is pegged at an awesome $680 million, equal parts of stock and cash. Google-DoubleClick was $3.1 billion in cash. RightMedia recently launched its ad marketplace RMX Direct, which is basically an ad network aggregator: they’ll fill your inventory with whichever ad network pays the best.
In a New York Times article to be published Monday, the price is pegged at an awesome $680 million, equal parts of stock and cash. Google-DoubleClick was $3.1 billion in cash. RightMedia recently launched its ad marketplace RMX Direct, which is basically an ad network aggregator: they’ll fill your inventory with whichever ad network pays the best.
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