Yahoo is spending $640 million to acquire BrightRoll, a digital video advertising platform. The transaction will combine Yahoo’s desktop and mobile video advertising inventory with BrightRoll’s programmatic video platform, making Yahoo the largest video advertising platform in the US, according to the company.
Marissa Mayer(CEO, Yahoo): Video, along with mobile, social, and native, is driving a surge in digital advertising. Here at Yahoo, video is one of the largest growth opportunities.
BrightRoll net revenues are expected to be over $100 million this year. The company gets approximately two billion requests per day from thousands of sites and mobile apps.
The transaction is subject to customary closing conditions.