Yahoo has announced plans to unify all its programmatic advertising technology under the BrightRoll brand, offering advertising “more control” and “more transparency”.

Video platform BrightRoll was acquired by Yahoo in a $640m deal last year, and will now become the lead brand for all of Yahoo’s programmatic activity.

Yahoo said in a statement that the new operation will “simplify the overall experience of digital advertising” and “drive measurable results” for advertisers

Unveiled this morning (28 September) at Advertising Week in New York, the BrightRoll DSP will allow brands to buy video, display and native using Yahoo’s data across 165 billion daily ‘events’ and mobile app behaviour from two billion devices using Flurry, another recent acquisition.

The BrightRoll Exchange, meanwhile, is integrated into 100 DSPs, and will offer a mixture of “high-quality video and display inventory” from Yahoo and other publishers.

Prashant Fuloria, senior vice president of advertising products at Yahoo, said: “Yahoo is building a strong portfolio of solutions to help advertisers connect and engage with consumers through the combination of data and technology.

“We’ve made significant investments to integrate Yahoo’s targeting and measurement capabilities into BrightRoll’s programmatic tools to provide more control, more transparency, and ultimately better results.”

The digital media company has also overhauled Yahoo Gemini, its marketplace for search and native advertising across devices, introducing a new ‘Yahoo Preferred Partner Programme’, with partners including Kenshoo, Sprinklr and Tealium.