Panama Not Enough To Battle Google: Yahoo Acquires RightMedia

Panama Not Enough To Battle Google: Yahoo Acquires RightMedia

Yahoo announced today that it will acquire the 80% of advertising network RightMedia that it doesn’t already own for $680 million in cash and Yahoo stock.

Yahoo previously bought 20% of the company in a $45 million Series B round of funding announced in October 2006. The company has raised over $50 million to date.

This move counters Google’s acquisition of DoubleClick earlier this month for $3.1 billion, and signals that Yahoo wants more weapons in its arsenal to fight the ongoing online advertising war beyond their new Panama release.

RightMedia runs an advertising marketplace that allows for much more efficient advertsing pricing than older negotiated models (something still in the planning stages at DoubleClick). See our coverage of their RMX Direct product from August 2005.

RightMedia also tends to work with large intermediate ad brokers and addresses the short tail of the ad market (as does DoubleClick), whereas Overture and Adsense are definitely long tail products with many smaller advertisers and publishers.

Yahoo가 Google에 대항하기 위해 파나마에 적극적인 공세를 펼친다. 광고 네트워크의 80%를 차지하고 있는 Rightmedia를 인수하기 위해 나섰다.
이미 온라인 광고 시장싸움에 있어 구글이 더블클릭을 인수했던 것 처럼 야후가 라잇미디어 인수를 통해서 파나마 광고 시스템을 더욱더 발전시키려는 것이 아닐까?


관련기사:
Breaking: Yahoo Acquires RightMedia for $680 Million
Yahoo makes its move, snags Right Media, an ad-exchange
Yahoo buys rest of Right Media for $680 million

구글이 하면 야후도?…"광고회사 인수"