Yahoo Right MediaYahoo has announced it is purchasing Right Media (a company in which it already owns 20% of) in an effort to compete against Google’s purchase of Doubleclick earlier this month.

Right Media is a marketplace where publishers and advertisers negotiate prices and lends itself to a more transparent form of business than Google’s AdSense does. This could give Yahoo the upperhand, as publishers seek the ability to earn more money by playing a more active role in the selling of advertising space on their websites.

Right Media was launched in 2003 and purchased for $680 million.