- 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