Right Media have provided an open auction-based platform for advertisers to buy digital media more efficiently from publishers and networks, since April 2005. Yahoo! bought 20% of the company back in October.
This week, Yahoo! have bought the remaining stake in Right Media for the sum of $680 million, marking their official entry into the display advertising market in a big way, not far behind Google.
Market focus is shifting rapidly as Google, Yahoo! and MSN are racing to gain dominance of the digital advertising market. All three search engines have an independant pay per click advertising platform, have launched mobile search and advertising services and are now vieing for dominance of the digital content networks.
