Yahoo! Invests, Buys to Expand Services

Yahoo! Inc., the California-based Internet search engine, is investing in Right Media Exchange and buying AdInterax, an online ad publisher.

Yahoo!’s one-fifth interest in Right Media Inc. lets the search engine offer advertisers the ability to bid on Yahoo!’s non-premium inventory through an open and transparent marketplace. The Right Media Exchange includes more than 11,000 buyers and sellers. Yahoo! gets a seat on Right Media’s board as part of its investment.

AdInterax is being bought by Yahoo! so it can provide advanced rich media creative assembly and campaign management tools directly to marketers at no charge as part of Yahoo!’s graphical advertising offerings, Yahoo! said in a statement.

Fysix Corp. developed the AdInterax suite so advertising agencies and publishers can create, manage, serve and measure online advertising. The suite tracks traditional metrics including impressions, clicks and reach and frequency, in addition to other key branding and direct marketing data. The cost of the two investments was not disclosed.