Yahoo To Buy BrightRoll For $640 Mln

(RTTNews) - Yahoo! Inc. (YHOO) Tuesday said it has agreed to buy BrightRoll Inc., a programmatic video advertising platform, for about $640 million in cash. The transaction is expected to close in first quarter of 2015, suject to customary conditions.

Yahoo said the deal will accelerate its strategy, which is focused on search, communications, and digital content through growth in mobile, social, native, and video advertising. Acquiring BrightRoll will dramatically strengthen Yahoo's video advertising platform, making it the largest in the US.

"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 Marissa Mayer, Yahoo CEO.