Yahoo has acquired video-advertising company BrightRoll for USD640 million in cash. The buyout is expected to help Yahoo win back ad revenue from rivals Google and Facebook. The deal will enable the online giant to combine its premium desktop and mobile video advertising inventory with BrightRoll’s programmatic video platform and publisher relationships. Marissa Mayer, CEO […]
Yahoo has acquired video-advertising company BrightRoll for USD640 million in cash.
The buyout is expected to help Yahoo win back ad revenue from rivals Google and Facebook. The deal will enable the online giant to combine its premium desktop and mobile video advertising inventory with BrightRoll’s programmatic video platform and publisher relationships.
Marissa Mayer, CEO of Yahoo commented: “BrightRoll is a terrific, strategic and financially compelling fit for our video-advertising business. This acquisition will accelerate the growth of both companies we can help BrightRoll scale to even more advertisers globally and they can bring their tremendous platform offering to Yahoo’s advertisers.”
Yahoo was able to buy BrightRoll with cash after it sold shares worth about $9 billion in the initial public offering of Chinese e-commerce powerhouse Alibaba this year.
In July 2014, Yahoo! made a similar strategic acquisition of online video streaming platform provider RayV.
