Sunnyvale-Based Yahoo to Acquire AdInterax; Invests in Right Media

Sunnyvale, Calif. -- In a pair of major deals in the Internet advertising space, Sunnyvale-based Yahoo on Tuesday announced an agreement to acquire AdInterax, a New York-based provider of rich media advertising technology to online publishers, as well as an investment in New York-based Right Media, operator of an open media exchange. The company will pay an undisclosed amount for AdInterax, and plans to offer its rich media creative assembly and campaign management tools directly to marketers at no charge as part of its graphical advertising offerings. The AdInterax tracking and reporting module tracks traditional metrics including impressions, clicks, and reach and frequency, in addition to other key branding and direct marketing data. Yahoo also has purchased a 20% stake in Right Media, operator of an online exchange that allows ads to be auctioned to the highest bidder. More than 2 billion impressions are traded daily on the exchange, which Yahoo, itself, plans to join. Right Media raised a total of $45 million in its second round.
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