Yahoo! bought the video for $640 million
The Company Yahoo! acquired well-known service BrightRoll video. The transaction value is estimated at 640 million dollars. This acquisition was a 2 great deal since the appointment of the Director General of the company Marissa Mayer, which has already bought more than 20 different companies and services.
According to Bloomberg, the purchase of service BrightRoll should allow Yahoo! to cultivate its own platform video and make it home in the United States. As they say in a statement the firm, "the deal will combine the capabilities of Yahoo! even in the field of mobile advertising, with programmable videoplotter BrightRoll to bring significant earnings advertisers on both platforms".
"We are very worried about our position in the video advertising market. This acquisition will accelerate the rise of the two companies we are able to help BrightRoll to gain access to a larger number of advertisers around the world, and they bring a well-developed marketing platform for advertisers Yahoo! - convinces the head of Yahoo! Marissa Mayer.
Assessment marketers, the share of Yahoo! on the American market digital advertising fell from 5.8% in 2013 to 4.9% in the present. It is assumed that the video advertising market will grow in 2014 by 56%, to $ 6 billion. By 2018, the market may reach 12.8 billion dollars. Regarding the market of digital advertising in General, the amount of which last year reached 140 billion, but the share of Yahoo! in the past year fell from 2.7% to 2.1%, informs Kommersant. The head of the market remains Google c 31%, followed by Facebook to 5.8%.
In the last couple of years, Yahoo! actively acquires different Internet services. In early may of last year for $ 1.1 billion was purchased service Tumblr blogs. In addition, in 2013 the company acquired the service Imgur, and SkyPhrase, specializing in creating solutions for voice recognition, another was bought LookFlow, engaged in research programs to identify images.
Service BrightRoll practised on a programmable video ads. The essence of programmable advertising is to automate the process of purchase and implementation of marketing spaces in which the purchase and sale of advertising deals with specialized software. Programmable advertisement associated with the market algorithmic procurement in General, transactions are special computer systems in accordance with these methods. Currently the market is programmable advertising is only 714 million dollars, but by 2016 it is expected to grow to 3,84 billion dollars.
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