BrightRoll was a programmatic video advertising 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. (2017–present), Yahoo Inc., which is 90% owned by investment funds ma ...

. BrightRoll's video platform became Yahoo's primary video advertising marketplace and demand-side platform. The BrightRoll brand was discontinued by Verizon Media 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. (2017–present), Yahoo Inc., which is 90% owned by investment funds ma ...

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

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, with offices across the United States,

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, and

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. 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 marketplace and powers programmatic video for hundreds of buyers, including brands, agencies, agency trading desks (ATDs), demand-side platforms (DSPs), and advertising networks and enables them to connect with digital audiences to support

advertising campaign An advertising campaign is a series of advertisement Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it att ...

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 developer Software development is the process of conceiving, specifying, designing, programming, documenting, testing, and bug fixing involved in creating and maintaining applications, frameworks, or other software components. Software development inv ...

s access to a video marketplace.

References

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