The $640 million acquisition is the Internet company’s latest attempt to boost its revenue. The deal marks Yahoo’s first major purchase since reaping a $9.4 billion windfall in September by selling part of its stake in a rapidly rising Internet star, Chinese e-commerce service Alibaba Group Holding Ltd.
Yahoo is currently in talks to acquire cross-platform digital video ad service BrightRoll. The deal’s price tag could end up in the $700 million to $725 million range.
Programmatic video advertising platform BrightRoll today announced a strategic partnership with Nielsen. Through the partnership, BrightRoll will integrate Nielsen Online Campaign Ratings into its console, providing new measurements and analytics to BrightRoll customers. The purpose of the ratings are to provide online video advertisers with TV-like measurement.
According to online video ad services provider BrightRoll, 28% of media buyers revealed that they expect to see the greatest increase in ad spending in the online video category for 2011, followed by mobile video (27%) and social media (25%). What’s more, 86% of respondents said they are shifting at least part of their display dollars over to video, while 64% plan to shift TV dollars to video.