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.
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.