Yahoo has purchased AdInterax for an undisclosed amount. Yahoo said they will be offering the tools at no charge to marketers. AdInterax specializes in tools to create rich media ads.

Some criticism of Yahoo has emerged with the challenges of their existing ad platform and getting project Panama to market. With Google's lead in the contextual market and the difficulty Yahoo has today at serving text ads, publishers are calling for Yahoo to get the house in order before going deeper on rich media.

I think that tools for creating video ads could be very valuable. It needs to be as easy to get a rich ad in rotation as it is a text ad. If these guys can do it, than I think it's a nice buy.