Yahoo has announced that it’s acquiring video ad company BrightRoll for for approximately $640 million in cash.
“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, and BrightRoll is a terrific, strategic and financially compelling fit for our video advertising business,” said Marissa Mayer, Yahoo CEO.
“We believe the next step for programmatic video advertising as an industry is to extend and standardize globally, make cross-device buying simple and measurable, and complement and integrate with TV,” said Tod Sacerdoti, BrightRoll CEO and Founder.
“We are excited to join Yahoo to materially advance efforts in each of these areas. We’re still in the early innings as an industry, and together, BrightRoll and Yahoo are committed to the vision of helping grow the entire video advertising ecosystem.”
This deal is one of Yahoo’s largest acquisitions since it bought Tumblr last year for just over $1 billion.
BrightRoll is the industry’s leading programmatic video advertising platform for reaching audiences across desktop, mobile and connected TV.
