In the race to build a more powerful marketing vehicle, Yahoo Inc. made its move by taking control of Right Media two weeks after Google agreed to buy DoubleClick in April. Right Media creates an open exchange to help buyers and sellers trade digital media more effectively, and Yahoo is counting on this acquisition to enhance its Internet ad sales. This form of advertisement is expected to be an increasingly popular method for companies to promote their brands rather than the use of newspapers, magazines, and television.
Microsoft took over a similar service called aQuantive for six billion dollars to help distribute graphical advertisements on the internet. Microsoft’s deal is expected to close in about a month, while Google’s deal is currently under review by the FTC that could continue for several more months. This setback could help Microsoft and Yahoo close the gap between the worlds largest search engine, said Tim Vanderhook chief executive of online advertising agency.