Yahoo’s new Ad acquisition takes aim at Google

Yahoo has just announced plans to buy Right Media, an online ad provider. This move is clearly a direct response to Google’s recent acquisition of Double Click, and signifies an intensification of the online advertising market. Yahoo, which already owns a 20 percent stake in the company, has agreed to pay $680 million to complete their buyout. The new partnership will give the Yahooligans the ability to place ads on sites that exist outside of their currently supported network, giving them access to a much broader range of revenue. With two major players sporting fresh alliances, Microsoft is left in the proverbial dust, with little steam left to compete in an increasingly competitive sector. Unless Redmond has some tricks up their sleeve, they could find themselves fighting for scraps.

[Via NYTimes]

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