BrightRoll for Yahoo!

11/11/2014

Yahoo! announces that it's acquiring the video ad company BightRoll for $640 million in cash. CEO Marissa Mayer said that video is one of the company's key growth areas (along with mobile, social and native advertising), and that the acquisition will make Yahoo!'s video ad platform "the largest in the U.S.."

Receiving 2 billion ad request per day, BrightRoll is expected to bring $100 million in net revenue, giving positive effect on Yahoo!'s earning.

Founded in 2006 by Tod Sacerdoti, the company has raised $40 million in funding from investors including Adams Street Partners, Scale Venture Partners, Comerica Bank, True Ventures, Trident Capital, KPG Ventures, Michael Tanne, Fabrice Grinda, Auren Hoffman and Jeff Clavier, according to CrunchBase.

By acquiring it, BrightRoll's programmatic video ad will help Yahoo!'s premium ad inventory and data. The team of 400+ people join Yahoo!'s team but remain focused on digital video advertising.