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In the latest round of "If You Can't Build It, Buy It", Yahoo has offered three times the amount of the current valuation of Right Media to gain control of the remaining 80% of the company.  Yahoo had already purchased a 20% stake for 40 million dollars last year.

This move comes swiftly in response to Google's acquisition of DoubleClick Just two weeks ago. 

As the search market slows growth of contextual ads more and more acquisitions like this are bound to take place.  It is not enough to reach web users anymore, advertisors want to reach the right user, at the right time and know what type of visitor they are paying for.  DoubleClick and Right Media both offer this type of targeting.  

Of course what drives me CRAZY is that Yahoo has the best demographic data anyone could ask for, between MyWeb2.0, Yahoo Email, etc Yahoo has more visitors then anyone with most using some type of tool or service that idetifies them. If Yahoo could just really tie into this, they could really make a lot of headway against Google.  Yet it is common for Yahoo to sit around waiting for Google to punch them in the face.  I wonder this time will Yahoo make use of this new purchase in a creative way quickly or will they once again wait around for Google to make the most of the Double Click Buy and then try to catch up.

If history is a strong indicator of future results you can guess who I am betting on, it's sad too, at heart I am a Yahoo Fan but they make me feel like a Clippers Fan, loyal but always wondering when is it going to happen for my team.

~ Jack Sprko

Technorati Tags: yahoo, right media group, google, yhoo, goog, seo, sem, marketing, targeted advertising, search marketing

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