Yahoo will fork out approximately $680 million to purchase Right Media in Q2/Q3 this year. Right Media Exchange is an open exchange designed to level the playing field by giving all players open access to each other with information on inventory demand and supply.

In Oct 06, Yahoo had a 20% investment in the company. After Google acquired Double Click recently, Yahoo follows suit to purchase Right Media. This buy pits Right Media Exchange squarely against Google’s new DoubleClick exchange.

Yahoo intends to employ the exchange to sell display ads across its own site as well as affiliate sites in its search ad network. The growing consortium of newspaper publisher sites the firm has aligned with are also included. The availability of new behavioral data gleaned from anonymous data from exchange publishers will open up long tail targeting possibilities. For instance, an advertiser may be able to target males on technology sites in the exchange in the future. While the possibilities are obvious, making the right vehicle choices still remain the key to campaign success.

Site Visit: http://www.rightmedia.com/

Besides online video, internet radio has also been growing in popularity. Radio site traffic in the US increased overall by 27 percent to reach 33.5 million unique visitors*. Internet users were also found to be 27 percent more likely to visit during the workday.

*comScore Media Metrix

The increase in online radio usage is attributed to improved streaming technology. A key benefit for advertising with online radio is also fuelled by technology - online shopping. Internet radio is popular among consumers in shopping mode
- 42%** of Internet users listen to streaming radio while researching a product or service online
- 27%** listen while making an online purchase

**Arbitron and Edison Media Research, 2006 study

It used to be said that TV will never die with the advent of new media; it will simply be viewed in different ways. The same now can be said of another venerable medium that is being revitalized - radio.

© 2007 Zenithmedia
© 2007 Optimedia
© 2007 Equinox

Photos credited to media owners