Technology giant Yahoo Inc on 11 November 2014 acquired digital video advertising service BrightRoll for about 640 million US dollars.
The move will allow Yahoo to grow its video advertising platform by selling video ads in real-time to marketers. It will make Yahoo's video advertising platform the largest in the United States.
- BrightRoll, based in San Francisco, is an independent and unified video advertising platform for reaching audiences across web, mobile and connected TV.
- Since its inception in 2006 by its CEO Tod Sacerdoti, it has built relationships with most of the biggest advertisers in the US.
- BrightRoll technology collects and analyzes hundreds of billions of data points monthly enabling real-time decisions that drive Return On Investment (ROI) for advertisers.