Yahoo Is Acquiring Brightroll

It’s official – Yahoo Inc. has reached an acquisition agreement with Brightroll, the latter company announced. The programmatic video platform, which reportedly served more video ads and reached more consumers than any other platform in the US this year, will be a part of Yahoo’s offer to their advertisers, and it should be acquired for $640 million in cash.

Brightroll will continue offering its services after the acquisition is finalized in the first quarter of 2015. According to the announcement, both companies are dedicated to ensuring mutual growth, Brightroll with Yahoo’s investment and support, and Yahoo with Brightroll’s industry leading digital video advertising platform.

M&A in the video sector stays hot.

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