Why Yahoo Needs Its $640 Million Acquisition of BrightRoll
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For $640 million, Yahoo expects to have bought its way back to growing its display advertising revenue for the first time in two years.
On Tuesday Yahoo said it has agreed to acquire BrightRoll, a company that specializes in automating the sale of video ads, enabling marketers to pick up pre-roll ads as easily as if they were a baseball card on eBay.
Not coincidentally, BrightRoll’s focus on video and programmatic at tech addresses the biggest weak spots in Yahoo’s advertising business: premium advertising and programmatic sales. Yahoo’s display advertising business, including video, hasn’t grown its quarterly revenue year-over-year since the third quarter of 2012. But Yahoo’s senior VP-advertising technology Scott Burke said the company expects to reverse that two-year slide next year — thanks to BrightRoll.
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