Yahoo will buy video advertising service for 640 million dollars BrightRoll

Absrtact: Yahoo will buy 640 million dollars video advertising services BrightRoll, the move is aimed at enhancing Yahoo's ability to sell real-time video ads to marketers, the company will further increase in video advertising investment, its CEO Marissa Mayer Hope to make up for internet advertising price

Yahoo will take 640 million of dollars to buy video advertising service BrightRoll, in a move aimed at strengthening Yahoo's ability to sell video ads to marketers in real time, the company will further invest more in video advertising, its CEO Marissa Mayer hopes to make up for the decline in Internet advertising prices and the impact of slowing growth.

BrightRoll is now profitable, with revenues expected to exceed $100 million trillion this year, and Yahoo says the acquisition will make Yahoo the largest video advertising platform in the United States.

Video advertising and mobile advertising have become the core of Yahoo's transition strategy. With BrightRoll, Yahoo will be able to distribute video ads from various channels without extra programming, which could add more weight to Yahoo's competition with Google and Facebook in the video advertising business. The three companies are now under pressure to increase mobile advertising revenues. Mayer told analysts last month that mobile advertising accounted for 62% of total Yahoo's revenue in the third quarter, and that the corresponding figure for last year was 41%.

BrightRoll features Cross-platform-compatible desktop, mobile, and Internet TV, let's take a look at BrightRoll's current performance:

Now, 87 of the top 100 companies in the U.S. adage are BrightRoll customers, with the U.S. advertising agency for tops 15 and 10 mainstream demand-side platforms using its services. Every day, tens of thousands of web sites and mobile apps send nearly 2 billion requests to BrightRoll.

Market research firm emarketer research shows that in the United States alone, the end of 2014 online video advertising will reach 6 billion U.S. dollars in the market, 2018 years will jump 56% to 13 billion dollars.

This July, Yahoo also acquired the Israeli streaming media video service provider, RAYV, designed to provide high-quality streaming media services to Yahoo's mobile and online users. In April, Yahoo had also launched an acquisition talks with online video service provider NDN (News distribution receptacle) to invest in its content supply and advertising liquidity in an attempt to complete the video Layout challenge YouTube. But then there was no new news disclosure.