Yahoo buys video ad service BrightRoll for $640 million

Yahoo buys video ad service BrightRoll for $640 million

San Francisco: Yahoo Inc will pay about $640 million for automated advertising service BrightRoll, beefing up its ability to sell video ads in real-time to marketers.

The acquisition sustains Chief Executive Officer Marissa Mayer`s acquisition spree and sharpens the company`s focus on video ads, which it hopes can offset declining Internet ad prices and decelerating growth.

Buying BrightRoll, which is profitable and expected to have revenues of more than $100 million this year, will make Yahoo`s video advertising platform the largest in the United States, the company said in a statement on Tuesday.

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