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BrightRoll

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BrightRoll
Company typeSubsidiary
IndustryAdvertising
Founded2006 (2006)
FounderTod Sacerdoti
Dru Nelson
Headquarters
San Francisco, California
,
United States
ParentYahoo! (2014–2017)
Verizon Media (2017–present)
Websitewww.brightroll.com

BrightRoll was a programmatic video advertising platform that was acquired by Yahoo!. BrightRoll's video platform became Yahoo's primary video advertising marketplace and demand-side platform. The BrightRoll brand was discontinued by Verizon Media,[1] the parent company of Yahoo, in favor of Verizon Media Video SSP[2] (re-brand of AOL's One Video Platform) after the company merged.[3] Yahoo and AOL 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.[4] Its headquarters were in San Francisco, California, with offices across the United States, Canada, and Europe.[5]

In November 2014, Yahoo! announced that it would acquire BrightRoll for $640 million.[6]

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.[7]

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.[8][9]

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 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.[10]

References

  1. ^ "Verizon Media will replace the Oath brand, representing our strong alignment as a core pillar of Verizon's business". Verizon Media. 18 December 2018. Retrieved 3 October 2020.
  2. ^ "Video Ads - Publisher Monetization Solutions". Verizon Media. Retrieved 3 October 2020.
  3. ^ "Verizon is mashing Yahoo and AOL into a new company called Oath". The Verge. 3 April 2017. Retrieved 3 October 2020.
  4. ^ "Form D: Notice of Sale of Securities" (PDF). US SEC. October 10, 2007. Retrieved November 8, 2016.
  5. ^ "History: Pioneering digital video since 2006". BrightRoll. Archived from the original on August 31, 2014. Retrieved November 8, 2016.
  6. ^ Trefis Team (November 12, 2014). "Yahoo Eyes Video Ad Dollars With BrightRoll Acquisition". Forbes. Retrieved November 8, 2016.
  7. ^ Connie Loizos (February 25, 2013). "Brightroll's Tod Sacerdoti on Acquisitions, IPOs, and the Company's Near Future". PeHUB. Retrieved November 8, 2016.
  8. ^ "comScore Releases December 2013 U.S. Online Video Rankings". Press release. ComScore. January 10, 2014. Archived from the original on January 16, 2014. Retrieved November 8, 2016.
  9. ^ Olga Kharif (January 30, 2013). "Google Fends Off BrightRoll in $7.6 Billion Video Market". Bloomberg Technology. Retrieved November 8, 2016.
  10. ^ "Engineered for advanced programmatic buying". Promotional web site. BrightRoll. Archived from the original on February 2, 2014. Retrieved November 8, 2016.
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