Yahoo acquires BrightRoll for $640 million

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Yahoo is acquiring video advertising company BrightRoll for $640 million in cash. Marissa Mayer announced the acquisition with a post on the official Yahoo blog Tuesday, where she said that BrightRoll will help Yahoo in its quest to replace traditional banner ads with “video… mobile, social, and native” advertising. Mayer said that BrightRoll is expected to generate more than $100 million in net revenue this year, and comScore lists Brightroll as the ad platform with the widest reach, serving ads to 52.4 percent of all U.S. internet users in September. (Disclosure: BrightRoll is backed by True Ventures, a venture capital firm that is an investor in the parent company of this blog, Giga Omni Media.)

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