Right Media, an online display ad placement company, continues to grow and gain prominence in the marketplace, according to BusinessWeek. Those trends, the firm says, are largely attributable to Yahoo's taking a 20 percent stake in the company late last year.
Since then, more attention has been turned to Right Media's ad-auction system. Still, CEO Michael Walrath does not want Yahoo to define what Right Media is. Instead, he says, the firm would like to be known for bringing the auction format, mostly used for the buying and selling of text keyword-based ads, to the display world.

By giving potential advertisers information on the sites their ads could run on, Right Media has been able to tap into ad dollars from companies that might have otherwise shied away from particular sites. Still, the auction platform is a new format for ad buyers who might be more comfortable making purchases from people they have a relationship with.

That, however, is seen as a hurdle that's surmountable, as are concerns over putting ads on consumer-generated content; the consensus seems to be that this sort of trading system will catch on.