In a deal that highlights the growing importance of programmatic advertising technologies, Yahoo has announced that it has inked a definitive agreement to acquire BrightRoll.
Yahoo is paying about $640 million in cash for BrightRoll, which runs a major programmatic video advertising platform.
The acquisition will strengthen Yahoo’s advertising capabilities by combining Yahoo's desktop and mobile video advertising inventory with BrightRoll's programmatic video platform and publisher relationships, the companies reported.
Yahoo also noted that “BrightRoll is a large, growing and profitable business with net revenues expected to exceed $100 million this year” and that the transaction enhances its EBITDA.
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