Yahoo Buys BrightRoll for $640 Million, Gains Programmatic Video Foothold

Expects platform to make $100 million this year

Yahoo has agreed to purchase BrightRoll for $640 million, ending three weeks of speculation that such a deal was in the making. It is the second-largest acquisition of Yahoo CEO Marissa Mayer's tenure, coming nearly 17 months after buying Tumblr for $1.1 billion.

@Chris_Heine Christopher Heine is a New York-based editor and writer.
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