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Yahoo knows very well the potential of transformative power of the Exchange. It has now acquired RightMedia for a whopping $680 million, equal parts of stock and cash.. For your info, Yahoo already had a 20% stake in the very ad marketplace. RightMedia takes this acquisition as one giant leap for the exchange and for the interactive advertising. The deal will surely add more supply and demand to the Right Media Exchange thereby boosting up iliquidity in the market offering more opportunities for the advertisers and publishers. This could be taken as a shrewd counter play to the Google’s acquisition of DoubleClick for $3.1 billion in cash.