Yahoo has spent $640m on digital advertising company BrightRoll, claiming that the purchase gives it the largest web advertising platform in the US, and will create a more unified network.
"Video, along with mobile, social and native, is driving a surge in digital advertising. Here at Yahoo, video is one of the largest growth opportunities, and BrightRoll is a terrific, strategic and financially compelling fit for our video advertising business," said Yahoo CEO Marissa Mayer in a post on the BrightRoll website.
"As with every acquisition, we have been extremely thoughtful about our approach to the video advertising space.
"This acquisition will accelerate the growth of both companies. We can help BrightRoll scale to even more advertisers globally and they can bring their tremendous platform offering to Yahoo's advertisers.
"The combination builds positive momentum for Yahoo's broader display advertising business in 2015."
BrightRoll works with the top 15 advertising agencies in the US, and 87 percent of US advertisers.
The firm said that it will help Yahoo offer unified advertising across apps, mobile and desktop software. BrightRoll will continue to provide its services, but with the additional backing of the Yahoo network.
"We believe the next step for programmatic video advertising as an industry is to extend and standardise globally, make cross-device buying simple and measurable, and complement and integrate with TV," said Tod Sacerdoti, BrightRoll CEO and founder.
"We are excited to join Yahoo to materially advance efforts in each of these areas. We're still in the early innings as an industry, and together, BrightRoll and Yahoo are committed to the vision of helping grow the entire video advertising ecosystem."
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