BrightRoll was a programmatic

video advertising Video advertising encompasses online display advertisements that have video within them, but it is generally accepted that it refers to advertising that occurs before, during and/or after a video stream on the internet. The advertising units us ...

platform that was acquired by

Yahoo! Yahoo! (, styled yahoo''!'' in its logo) is an American web services provider. It is headquartered in Sunnyvale, California and operated by the namesake company Yahoo Inc., which is 90% owned by investment funds managed by Apollo Global Manage ...

. BrightRoll's video platform became Yahoo's primary video advertising marketplace and demand-side platform. The BrightRoll brand was discontinued by

Verizon Media Verizon Communications Inc., commonly known as Verizon, is an American multinational telecommunications conglomerate and a corporate component of the Dow Jones Industrial Average. The company is headquartered at 1095 Avenue of the Americas i ...

the parent company of Yahoo in favor of Verizon Media Video SSP (re-brand of AOL's One Video Platform) after the company merged.

Yahoo Yahoo! (, styled yahoo''!'' in its logo) is an American web services provider. It is headquartered in Sunnyvale, California and operated by the namesake company Yahoo Inc., which is 90% owned by investment funds managed by Apollo Global Manage ...

and AOL and consolidated the Ad platforms during 2017-2018 to phase out duplicate platforms. BrightRoll was founded in June 2006 by Tod Sacerdoti, the company's CEO, and Dru Nelson. Its headquarters were in

San Francisco San Francisco (; Spanish for " Saint Francis"), officially the City and County of San Francisco, is the commercial, financial, and cultural center of Northern California. The city proper is the fourth most populous in California and 17th ...

California California is a state in the Western United States, located along the Pacific Coast. With nearly 39.2million residents across a total area of approximately , it is the most populous U.S. state and the 3rd largest by area. It is also the m ...

, with offices across the United States,

Canada Canada is a country in North America. Its ten provinces and three territories extend from the Atlantic Ocean to the Pacific Ocean and northward into the Arctic Ocean, covering over , making it the world's second-largest country by tot ...

, and

Europe Europe is a large peninsula conventionally considered a continent in its own right because of its great physical size and the weight of its history and traditions. Europe is also considered a subcontinent of Eurasia and it is located entirel ...

. In November 2014, Yahoo! announced that it would acquire BrightRoll for $640 million.

Funding

BrightRoll raised $36 million in capital, with the last round of funding closing in November 2011. Principal investors include Dave Welsh, Adams Street Partners, Rob Theis, Scale Venture Partners, Evangelos Simoudis, Trident Capital and Jon Callaghn, TRUE Ventures.

Products

The BrightRoll platform delivers, manages and measures the performance of digital video advertising campaigns across web, mobile, and connected TV. According to comScore, BrightRoll reached the most unique viewers in the United States in 2013. The BrightRoll platform includes a

real-time bidding Real-time bidding (RTB) is a means by which advertising inventory is bought and sold on a per- impression basis, via instantaneous programmatic auction, similar to financial markets. With real-time bidding, advertising buyers bid on an impression a ...

marketplace and powers programmatic video for hundreds of buyers, including brands, agencies, agency trading desks (ATDs),

demand-side platform A demand-side platform (DSP) is a system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface. Real-time bidding for displaying online advertising takes place within th ...

s (DSPs), and

advertising network An online advertising network or ad network is a company that connects advertisers to websites that want to host advertisements. The key function of an ad network is an aggregation of ad supply from publishers and matching it with advertiser's d ...

s and enables them to connect with digital audiences to support

advertising campaign An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). An IMC is a platform in which a group of people can group their ideas, beliefs, and conc ...

objectives. Customers access the platform through the company's advanced programmatic buying console (self- or managed service) or connect server-to-server for real-time bidding. The platform gives publishers and software developers access to a video marketplace.

References

{{Oath Inc. Companies based in San Francisco Privately held companies based in California