Yahoo to buy Brightroll for $640m

  • Yahoo has announced it will buy programmatic advertising company Brightroll for $640m. 
  • Move comes as programmatic advertising, or native ads, become an increasing source of online advertising revenues. 
  • Marissa Mayer, Yahoo CEO: 'acquiring BrightRoll will dramatically strengthen Yahoo’s video advertising platform, making it the largest in the US'. 
  • Tod Sacerdoti, Brightroll CEO and Founder: 'when finalised, we believe this deal will benefit our advertisers, publishers and partners'. 

Mayer tumblr post  /  Sacerdoti statement