ClickZ

While looking through some articles posted on ClickZ, I came across one article that seemed very relevant to our recent class discussions. The article "Right Media Buy Pits Yahoo Against Google's DoubleClick Exchange," which can be found here, discusses how Yahoo has recently purchased Right Media, an online ad exchange. This news coming shortly after Google's recent acquisition of DoubleClick, escalating the war between Yahoo and Google in this new theater. Yahoo is expected to pay 680 million dollars for the company, and is hoping for 70 million in generated this year from the company. Some analysts believe that due to Right Media's deeper entrenchment in this market, that Yahoo may actually have the upper hand. However others believe that the giant that is Google, will swoop in and simply overtake Right Media. This article seems important, since it appears that this area in marketing is certainly entering its boom stage.