Yahoo has agreed to acquire BrightRoll, a programmatic video advertising platform, for around USD 640 million in cash. The deal will combine Yahoo’s premium desktop and mobile video advertising inventory with BrightRoll’s programmatic video platform and publisher relationships. The transaction is subject to the usual regulatory conditions.
Yahoo expects the buy to add to EBITDA. Brightroll is forecast to record over USD 100 million in revenues this year. The acquisition is in line with Yahoo’s strategy of focusing on search, communications and digital content through growth in mobile, social, native and video advertising.
BrightRoll aggregates high-quality publishers together into a unified network and uses programmatic advertising and aggregation to allow real-time buying on the largest set of online video advertising inventory available. BrightRoll’s said its approach benefits advertisers and publishers as well as consumers, through better quality, more relevant advertisements.
The company, based in San Francisco, provides services for many of the largest brands and agencies, including 87 of the AdAge Top 100 US advertisers.