Yahoo takes on Right Media
Yahoo has announced that it has acquired online advertising exchange Right Media.
The Sunnyvale-based search engine giant has taken over the company as it looks to up the level of graphic- and visual-based adverts it sells. It hope that this latest $700 million acquisition will help it do this, giving it the edge over Google and Microsoft in the race to build more powerful marketing operations.
Visual online PR is becoming increasingly popular as more and more advertisers switch over to the internet from magazine and television advertising.
Google has so far built up the web’s largest advertising network using short, text-based messages.
But Microsoft and Google have both in been active in anticipation of increased demand for more visual advertising, with Google acquiring DoubleClick for $3.1 billion and Microsoft planning to take over aQuantive for $6 billion.
Google’s takeover should be weighed down for a while however - as the deal faces regulatory review from the US Federal Trade Commission and the EU. Microsoft’s latest acquisition should be complete in about a month, experts say.
