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Yahoo Bets Big on Video Ads with Cash Acquisition

Posted on 11.11.2014

As consumers' affinity for video continues to grow it comes as no surprise that advertisers are putting more stock in video ads and the networks that deliver them.

Yahoo has just announced that it has reached an agreement to buy video advertising platform BrightRoll for $640 million in cash.

With this acquisition, Yahoo will combine its premium desktop and mobile video advertising inventory with BrightRoll’s programmatic video platform and publisher relationships to strengthen their ad platform. In fact, according to comScore, BrightRoll served more video ads and reached more consumers in the U.S. during August 2014 than any other platform. Moreover, the ad platform sees approximately 2 billion requests per day from websites and mobile apps.

“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.

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"As with every acquisition, we have been extremely thoughtful about our approach to the video advertising space. This acquisition will accelerate the growth of both companies – we can help BrightRoll scale to even more advertisers globally and they can bring their tremendous platform offering to Yahoo’s advertisers.”

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