Yahoo-owned BrightRoll eyes Asian programmatic video expansion | M&M Global

Yahoo-owned BrightRoll eyes Asian programmatic video expansion

Yahoo’s newly-acquired programmatic video division BrightRoll has revealed plans to move into Asia Pacific through a new data agreement.

BrightRoll – bought by Yahoo for $640m late last year – has reached a deal to expand its technology infrastructure into Hong Kong with data centre company Equinix.

As a result of the agreement, APAC-based advertisers will now be able to access BrightRoll Marketplace, including Yahoo owned and operated inventory in the region.

Brightroll also claims that demand side platforms in APAC will now experiencer “lower latency” and therefore have “more time to make better decisions on behalf of advertisers”.

Tod Sacerdoti, CEO of BrightRoll, said: “Yahoo and BrightRoll are putting the technology in place to help our customers execute global video ad campaigns and meet their KPIs by delivering powerful, yet flexible, solutions that allow them to reach their audiences wherever they are.

“The newest data centre in APAC is an extension of the robust infrastructure we’ve built in the US and Europe, and underscores our commitment to building the industry’s leading programmatic video advertising solutions.”

At the time of the acquisition of Brightroll last year, Yahoo chief executive Marissa Mayer said: “This acquisition will accelerate the growth of both companies – we can help BrightRoll scale to even more advertisers globally and they can bring their tremendous platform offering to Yahoo’s advertisers.”

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