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Yahoo has entered into an agreement to acquire AdInterax and is investing in Right Media, as well as participating in Right Media Exchange.
Yahoo announced on Tuesday that it has entered into an agreement to acquire rich media advertising solutions provider AdInterax, StreetInsider.com reports. Financial terms were not disclosed. Yahoo will provide AdInterax's rich media creative and campaign tools to marketers, at no charge, as part of its graphical ad offering.
Yahoo and also announced that it has made a strategic investment to acquire a 20 percent stake in Right Media, creator of ad auction marketplace Right Media Exchange. Yahoo will join the Right Media Exchange to offer advertisers the ability to bid on Yahoo's non-premium inventory via open auction.
Fysix Corporation, doing business as AdInterax, developed the AdInterax suite, which enables advertising agencies and publishers to create, manage, serve and measure online advertising in a variety of rich media formats, including floating animations, expandable banners and streaming video. It also offers survey and eCRM tools.
Ads on the Right Media Exchange are auctioned in real-time to the highest bidder, giving participants equal access to media in an open and fair market, enabling competition to drive more value for both sides of every transaction, Yahoo said. More than two billion impressions are traded daily on the Right Media Exchange, which is open to all advertisers, publishers and ad networks.
