Yahoo to purchase BrightRoll for $640 million

11/11/2014 // West Palm Beach, Florida, US // JusticeNewsFlash // Justice News Flash // (press release)

California – Technology giant Yahoo has announced its plans to purchase BrightRoll for $640 million. As reported by WebProNews, the video advertising platform will be added to the company’s inventory of premium desktop and mobile video ads.

As noted in the report, 87 of the top 100 U.S. advertisers listed by AdAge have used BrightRoll to power their video ads.

BrightRoll Founder and CEO Tod Sacerdoti is quoted as stating of the deal, “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.

“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.”

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