The move would allow Yahoo to grow its video advertising platform, “making it the largest in the US”, the giant tech said.
BrightRoll does automated online video advertising for some of the world’s biggest brands and its net revenue is expected to exceed $100 million this year.
A jump in video advertising would also help offset Yahoo’s slowing growth and boost declining display ad revenues.
“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 statement on November 11.
Last month, Yahoo had reported that its Q3 revenue from ads fell by 5% from a year earlier. It has struggled to keep up with rivals like Google that have seen ad revenue grow by 17% in third quarter from a year ago.
The acquisition is also Yahoo’s first major purchase since receiving $9.4 billion in September from selling part of its stake in Chinese e-commerce giant Alibaba.
News of the takeover comes after reports in October that said Yahoo was close to investing millions of dollars in mobile messaging startup Snapchat.
miXpjs1p2NkQuincy Jones, the celebrated musician and producer who worked with Michael Jackson, Frank Sinatra, Ray…
Misleading allegations, rumours and outright lies about voting and fraud are flooding online spaces in…
At least 158 people have died in Spain's worst flooding disaster in generations. On October…
Google has been fined two undecillion (a two followed by 36 zeroes) roubles by a…
Embarking on a home remodel is an exciting journey, promising enhanced comfort, increased property value,…
The US presidential candidates continued to campaign across key swing states on October 20. Footage…