Yahoo Eyeing Google, AppNexus, PubMatic to Take Over Right Media

AppNexus, lead by former RMX exec, seen as front-runner

Private marketplaces have become all the rage among premium publishers, with Condé Nast and Hearst each erecting walled gardens for their inventory within the past year, and soon Yahoo could join the ranks. Yahoo has been talking with Google, Microsoft-backed AppNexus and PubMatic about replacing Yahoo’s Right Media Exchange with a private marketplace that would exclusively contain Yahoo’s owned-and-operated inventory, according to several sources with knowledge of the discussions.