Yahoo! Inc., the most-visited U.S. Web site, plans to acquire the remaining stake in Right Media Inc. it doesn't already own for $680 million in cash and stock, aiming to bolster online adverting sales (i.e. allowing Yahoo to sell ads more efficiently on its less-visited Web pages).
Right Media runs an online advertising auction site with more than 20,000 buyers and sellers of advertising trading through its exchange.
What is driving this war for advertising revenues? Producers needs or Consumers needs?
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