Yahoo! Buys BrightRoll for $640m

Yahoo! has acquired video ad firm BrightRoll, which measures billions of video impressions each month using a reporting suite featuring tools from comScore, Nielsen, Vizu and InsightExpress. The deal was valued at around $640m in cash.

BrightRoll helps advertisers target audiences across desktop, mobile and connected TV, and reach four in five video viewers online. The firm's technology collects and analyses hundreds of billions of data points each month, while providing an audience analysis and behavioral targeting platform, to help brands connect with consumers in particular niches.

Yahoo! says its desktop and mobile video ad inventory will be combined with BrightRoll's programmatic video platform to deliver more relevant ads to consumers.

BrightRoll will retain its team of approximately 400 employees. Founder and CEO Tod Sacerdoti (pictured) comments: 'We believe the next step for programmatic video advertising is to extend and standardize globally, make cross-device buying simple and measurable, and complement and integrate with TV. We are excited to join Yahoo to materially advance efforts in each of these areas.'

Web sites: www.yahoo.com and www.brightroll.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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