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NEW YORK Yahoo! said it would pay out $680 million to buy the 80 percent of Right Media it doesn’t own, in a move that checks Google’s recent purchase of DoubleClick.
The deal will bring to Yahoo! the Right Media Exchange, a platform that brings together buyers and sellers of online advertising. The half-stock, half-cash purchase sets up the development of multiple, competing exchanges for publishers and advertisers online, allowing them to run both search and display campaigns across many sites.
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