Confirmed: Yahoo Is Acquiring Video Ad Company BrightRoll For $640M

Yahoo just announced that it’s acquiring video ad company BrightRoll for $640 million in cash.

TechCrunch’s Ingrid Lunden and Sarah Buhr reported last month that a deal was in the works, with a price of around $700 million.

In a blog post about the deal, Yahoo CEO Marissa Mayer said that the acquisition will make Yahoo’s video ad platform “the largest in the US.” She also said that BrightRoll is profitable, receives two billion ad requests each day, and expects to bring in $100 million in net revenue this year.

More broadly, mayer wrote that the online video advertising is becoming increasingly fragmented:

BrightRoll provides an effective solution aggregating high-quality publishers together into a unified network and utilizing programmatic advertising to allow real-time buying on the largest set of online video advertising inventory available. BrightRoll’s approach not only benefits advertisers and publishers, but also improves experiences for consumers, through better quality, more relevant advertisements.

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