enter Yahoo is ready to “intensely strengthen” its video advertising platform by acquiring global programmatic video ad company BrightRoll for $640 million in cash. Yahoo has just accepted a ultimate agreement to buy the 2004-founded business and the transaction will combine Yahoo’s desktop and mobile video advertising inventory with BrightRoll’s programmatic video platform. Every major online ad tech player wants a video platform in order to be a performer in the digital video branding space: AOL acquired Adap.tv for US$405 million last year and Facebook snapped up LiveRail in July for an amount between US$400 to US$500m.
Yahoo CEO Marissa Mayer said: “Video is display 2.0. It’s what brand advertisers love. It’s a format that elegantly and easily transitions from broadcast television to PC to mobile and even to wearables. This is why video is a key part of our strategy.”
here Brightroll will excessively boost up yahoos advertising platform for sure. BrightRoll will retain its 400-strong team of employees and the acquisition is expected to close in 2015.