Dive Brief:
- Yahoo has confirmed its purchase of BrightRoll for $640 million.
- BrightRoll is an video advertising firm that helps advertisers buy ads programmatically and enables cross-platform video syndication and distribution.
- According to Yahoo, after this deal closes it will have the largest video ad distribution platform in the U.S.
Dive Insight:
If Yahoo's predictions are correct and it will be largest video ad distribution platform in the U.S., the $640 million will have been money well spent. Digital video continues to be a growing market, so Yahoo is smart to push forward in the arena. BrightRoll has some impressive credentials to prove its worth too, providing video ads for 87 of the AdAge top 100 US advertisers.
