Google Inc. (Nasdaq: GOOG) has dominated the internet advertising space for quite a while via AdSense and AdWords but judging from interpreting a recent news event, Yahoo! Inc. (Nasdaq: YHOO) is finally going to be able bring it on. Yesterday it was announced that Yahoo! completed its purchase of RightMedia, in complete, for another $650 million. Although Yahoo! has already been a part-owner in the company, and the news that the complete acquisition was to occur was known by the public, the completion is very significant for the future of the internet advertising space.

When I used to run my own website I was very in-touch with the recent additions to the advertising space. In my opinion, RightMedia has one of the most interesting and innovative models for both advertisers and publishers. Essentially, RightMedia has created an open marketplace for all parties involved in internet advertising. As we've all learned from eBay Inc. (NASDAQ: EBAY), open marketplaces are much more interesting for everyone involved - the bidders clearly see what they are receiving and for what price while the sellers are able to maximize the amount paid for any item.