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Article: Yahoo buys online ad exchange after Google buys DoubleClick: RIGHT MEDIA HELPS ADVERTISERS REACH UNPOLISHED, POPULAR SITES.
- Article from:
- San Jose Mercury News (San Jose, CA)
- Article date:
- May 1, 2007
CopyrightCOPYRIGHT 2007 San Jose Mercury News. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Elise Ackerman
May 1--Extending its battle with Google to another front, Yahoo said Monday it is buying Right Media, an online advertising exchange, for $680 million.
The deal comes weeks after Google paid $3.1 billion for DoubleClick, which is creating a similar exchange.
In an interview with the Mercury News, Yahoo Chief Executive Terry Semel said the deal is key to Yahoo's future as one of the leading Internet advertising companies.
"It helps complete the picture," Semel said.
During the past year, Yahoo has focused on building a network of strong partners with popular Web sites in order to expand the places where ...