The Web Advertising Market is hot these days with the acquisition of DoubleClick by Google for $3.1 billion, Yahoo today announced the acquisition of Right Media, the company behind the innovative advertising network RMX, for $680 million in equal parts of stock and cash reported the New York Times. Yahoo, which bought a 20 percent stake in Right Media last October, will become owner of Right Media after buying the remaining interest in the company.

"The acquisition, to us, is a key step toward executing our long-term vision to build the leading advertising and publisher ecosystem both on and off the Yahoo network," Terry S. Semel, Yahoo's chief executive, said in an interview. The deal is to be announced today and is expected to close in three months.

Yahoo wich run already YPN for US publishers only in beta, will be more able to sell and broker ads for more publishers in a market monopolized by Google AdSense according to the latest Google financial results. Yahoo was using RMX for the last year over their websites and had become more comfortable with its capabilities. I'm very excited because I joined RMX only two weeks ago and will start to implement their solution very soon over our network.