Yahoo buys programmatic video advertising platform BrightRoll

Yahoo buys company doing around $100 million in revenue for $640 million in cash

The CEO of Yahoo this afternoon announced the acquisition of the programmatic video advertising platform BrightRoll.

180px-BrightRoll_logo“Video is display 2.0. It’s what brand advertisers love,” Yahoo CEO Marissa Mayer wrote online. “It’s a format that elegantly and easily transitions from broadcast television to PC to mobile and even to wearables. This is why video is a key part of our strategy.”

The San Francisco company was founded in 2008 by Tod Sacerdot, and its investors include investors include Adams Street Partners, Scale Venture Partners, Trident Capital and TRUE Ventures. Yahoo is acquiring BrightRoll for approximately $640 million in cash, the company said.

“BrightRoll is a large, growing and profitable business with net revenues expected to exceed $100 million this year. I’ve spent time with Tod Sacerdoti and his leadership team and I cannot wait to have him, his vision, and his team here at Yahoo,” Mayer said.

“We believe the next step for programmatic video advertising as an industry is to extend and standardize globally, make cross-device buying simple and measurable, and complement and integrate with TV,” said Sacerdoti in the announcement,

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