Google recently announced the acquisition of DoubleClick and Yahoo took a 20% stake in Right Media last autumn.
Terry Semel, Yahoo CEO, said, "This acquisition is an important step in our long-term vision to build the industry's leading advertising and publisher ecosystem.
“We believe that Yahoo's open approach is a clear differentiator from others in the industry, and provides significant benefits to advertisers, publishers and Yahoo itself."
The Right Media Exchange is one of the industry's largest online advertising exchanges.
"As publishers increasingly turn to exchanges to maximise their ad revenue, this acquisition will help Yahoo establish a leading position in this large, attractive and fast growing segment of the online ad market,” said Yahoo.
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