Wednesday, September 05, 2007

Yahoo on Target With Blue Lithium Buy

Yahoo is putting up a good fight with Google by acquiring advertising networks Right Media Exchange and now Blue Lithium.

Blue Lithium has been at the low end of the "remainder" network spectrum, offering low CPM ads for publishers with excess inventory, but through targeting and deals with big-time publishers, Yahoo should be able to elevate the revenue stream. Having an ad exchange and Blue Lithium in the fold enables Yahoo to work with a wider variety of publishers and advertisers.

It's a long way to the top to catch Google, and despite the departures of several executives, Yahoo is stronger than it was a year ago.

Posted By John Gartner at 12:27 PM
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