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What: Yahoo revealed its Q1 2015 results. Revenue lied at US$1.04 billion, as opposed to analysts’ estimate of US$1.06 billion.Overall MaVeNS revenue (mobile, video, native advertising and social) was of US$363 million during Q1 2015.Mobile revenue did grow year-over-year to US$234 million in Q1, up 61%, it dropped a bit quarter-over-quarter from US $254 million.
Why  it matters: Despite relatively weak Q1 2015 earnings, Yahoo continues to bet on mobile, native and video. Particularly, on Video with two new video ad units that will be sold through Gemini, Yahoo’s marketplace for mobile search and native advertising.

descargaYahoo’s Q1 2015 revenue closed at US$1.04 billion, as opposed to analysts’ estimate of US$1.06 billion. However, the company continues heading on mobile with a US $234 million in mobile revenue, up from US $145 million but down from US $254 million in Q4 2014.

Overall MaVeNS revenue (that is mobile, video, native advertising and social), as CEO Marissa Mayer refers to, was US$363 million during Q1 2015, up from US$230 million at this time last year.Regarding display, GAAP revenue totaled US$464 million last quarter, a 2% increased YoY. Display revenue minus traffic acquisition costs, however, decreased 7% YoY to US$381 million.

descarga (1)Mayer attributed the fall in prices to programmatic: “The programmatic ad marketplace is very efficient in terms of targeting and placing ads in favor of the advertiser, which we think is great and delivers great value. But it puts increased pressure on our programmatic ads and, implicitly, the premium ads moving into the programmatic sector.”

The programmatic ad marketplace is very efficient, but it puts increased pressure on our programmatic ads and, implicitly, the premium ads moving into the programmatic sector.

Mobile focus

Lately, Yahoo has proved to be focusing more on mobile by launching its Mobile Developer Suite in February, combining Gemini, Yahoo’s marketplace for mobile search and native advertising, with its recent acquisitions of mobile analytics company Flurry and video DSP BrightRoll.The Flurry SDK is now present in more than 700,000 applications, and mobile monthly actives on Yahoo are at 600 million, up about 20% YoY.

“Yahoo is investing passionately in the developer ecosystem to improve the quality and the monetization of our partner applications,” Mayer said.

 Video Side: New Ad Units

According to Mayer, Yahoo demographic and behavioral data has been integrated into the BrightRoll marketplace, along with Yahoo-owned and -operated video inventory.

Now the company has revealed two new video ad units. Native in-feed video and video app install ads will appear in Yahoo’s digital magazines and apps, as well as on desktop and mobile web properties, both O&O and syndicated sites.Both will be sold through Gemini.With these new units, Yahoo’s goals are to improve user experience and ad performance. In terms of the demand, to appeal to developers and app marketers both upstream and down – in-feed native units for brand awareness, video app install ads for more conversion-oriented goals.

“Video is the content format with the highest engagement and we’ve been working to make our ads as valuable as the content itself. We already had in-feed video for a while, which makes this a natural extension of our native ads product,” said Prashant Fuloria, Yahoo’s SVP of advertising products. “The other piece is around advertising. We’ve seen a lot of success with video for a variety of advertiser outcomes. It’s the only ad format that’s growing across both desktop and mobile for this reason.” “Video ads have a role to play across the entire conversion funnel,” he added.

Together, Flurry and Gemini are helping Yahoo to become a mobile-first company

Developers and advertisers will be able to tap into all of Yahoo’s usual targeting bag of tricks, including search, mail and content consumption data, as well as mobile insights from Flurry.This video app install ads bring all of the learnings, technology and data from Flurry to drive app installs and app marketing on Gemini. “we’re looking at user behavior, not just in one app or on one social network or in one game – but across a variety of apps. Any app that is using Flurry,” Fuloria said. Flurry’s targeting is based on the intelligence it gathers from the 700,000 apps that have its analytics SDK installed.

Together, Flurry and Gemini are helping Yahoo to become a mobile-first company. On Yahoo’s Q1 earnings Monday, CEO Marissa Mayer restated her commitment to MaVeNS.As was mentioned above, although mobile revenue did grow year-over-year to US$234 million in Q1, up 61%, it dropped a bit quarter-over-quarter from US $254 million.

“We know we have more to do, but with your support, we will return this iconic company to greatness and growth,” she said. “And we are closer than we’ve ever been to realizing that renaissance.”

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What: Yahoo has confirmed the acquisition of company BrightRoll for US $640 million in cash .
Why it matters: This a major move after a not so sucsessful acquition of Tumblr last year.Specially, when online video advertising is growing at a brisk pace and expected to reach US $6 billion  in 2014.The deal could turn Yahoo’s video ad platform “the largest in the U.S.” Yahoo’s Brightroll acquisition follows AOL’s acquisition of Adap.TV, Facebook’s acquisition of LiveRail, as well other acquisitions by Google to gain clout in the online video serving and online video advertising markets.

MJKpIG5V_400x400Yahoo has confirmed it will acquire video ad company BrightRoll for US $640 million in cash, turning the company into a big player in the growing online video market. Last month we already reported that the deal was  in the making. 

handshake behind a corporative building.Great for any design.The acquisition was announced on Tuesday and is Yahoo CEO Marissa Mayer most expensive acquisitions after it acquired Tumblr for US$1 billion last year. Unlike Tumblr, Brightroll is already profitable with US $100 million in revenues and 2 billion ad requests each day.

The deal will combine Yahoo’s premium ad inventory and data with BrightRoll’s programmatic video ad marketplace. BrightRoll will continue working with non-Yahoo publishers and the 400-plus BrightRoll team will be joining Yahoo, Mashable reports.

According to Marissa Mayer, video is one of the company’s key growth areas (along with mobile, social and native advertising), and this acquisition will make Yahoo’s video ad platform “the largest in the U.S.”

 Video is one of the company’s key growth areas , and this acquisition will make Yahoo’s video ad platform “the largest in the U.S”

“Video, along with mobile, social, and native, is driving a surge in digital advertising. Here at Yahoo, video is one of the largest growth opportunities, and BrightRoll is a terrific, strategic and financially compelling fit for our video advertising business,” Mayer said in a press release.

Hogging the video business

The video category is one of the fastest-growing segments of online advertising. eMarketer expects nearly US $6 billion to be spent in the U.S. in 2014 and that amount to be doubled by 2016. .

The move, could be seen as Brightroll’s response to AOL’s purchase of Adap.tv, a similar company that focuses on digital video advertising.

BrightRoll was founded in 2006 by Tod Sacerdoti who is still its CEO. The company has raised US $40 million in funding from investors including Adams Street Partners, Scale Venture Partners, Comerica Bank, True Ventures, Trident Capital, KPG Ventures, Michael Tanne, Fabrice Grinda, Auren Hoffman and Jeff Clavier, according to CrunchBase.

Mayer has been criticized for spending over US$1 billion in the Tumblr acquisition last year. Some observers say the deal is not paying off.  But Meyer expects Tumblr to become a U $100 million business for Yahoo next year.

What: Yahoo has confirmed the acquisition of company BrightRoll for US $640 million in cash .
Why it matters: This a major move after a not so sucsessful acquition of Tumblr last year.Specially, when online video advertising is growing at a brisk pace and expected to reach US $6 billion  in 2014.The deal could turn Yahoo’s video ad platform “the largest in the U.S.” Yahoo’s Brightroll acquisition follows AOL’s acquisition of Adap.TV, Facebook’s acquisition of LiveRail, as well other acquisitions by Google to gain clout in the online video serving and online video advertising markets.

MJKpIG5V_400x400Yahoo has confirmed it will acquire video ad company BrightRoll for US $640 million in cash, turning the company into a big player in the growing online video market. Last month we already reported that the deal was  in the making. 

handshake behind a corporative building.Great for any design.The acquisition was announced on Tuesday and is Yahoo CEO Marissa Mayer most expensive acquisitions after it acquired Tumblr for US$1 billion last year. Unlike Tumblr, Brightroll is already profitable with US $100 million in revenues and 2 billion ad requests each day.

The deal will combine Yahoo’s premium ad inventory and data with BrightRoll’s programmatic video ad marketplace. BrightRoll will continue working with non-Yahoo publishers and the 400-plus BrightRoll team will be joining Yahoo, Mashable reports.

According to Marissa Mayer, video is one of the company’s key growth areas (along with mobile, social and native advertising), and this acquisition will make Yahoo’s video ad platform “the largest in the U.S.”

 Video is one of the company’s key growth areas , and this acquisition will make Yahoo’s video ad platform “the largest in the U.S”

“Video, along with mobile, social, and native, is driving a surge in digital advertising. Here at Yahoo, video is one of the largest growth opportunities, and BrightRoll is a terrific, strategic and financially compelling fit for our video advertising business,” Mayer said in a press release.

Hogging the video business

The video category is one of the fastest-growing segments of online advertising. eMarketer expects nearly US $6 billion to be spent in the U.S. in 2014 and that amount to be doubled by 2016. .

The move, could be seen as Brightroll’s response to AOL’s purchase of Adap.tv, a similar company that focuses on digital video advertising.

BrightRoll was founded in 2006 by Tod Sacerdoti who is still its CEO. The company has raised US $40 million in funding from investors including Adams Street Partners, Scale Venture Partners, Comerica Bank, True Ventures, Trident Capital, KPG Ventures, Michael Tanne, Fabrice Grinda, Auren Hoffman and Jeff Clavier, according to CrunchBase.

Mayer has been criticized for spending over US$1 billion in the Tumblr acquisition last year. Some observers say the deal is not paying off.  But Meyer expects Tumblr to become a U $100 million business for Yahoo next year.

acquisition.
Why it matters: BrightRoll is a strong competitor of Yahoo in terms of video ads volume and appealing publishers and advertisers.The acquisition of Brightroll would  help Yahoo  accelerate its programmatic video capabilities. This would be Yahoo CEO Marissa Mayer’s second largest acquisition after Tumblr.

descarga (1)Yahoo is in talks to acquire digital video advertising service provider BrightRoll for around US$700 million, TechCrunch reports.  The term sheets have been already signed, and if the deal is closed, could fall anywhere around that sum, although it could be valued as much as US$1 billion.

San Francisco-based BrightRoll, an 8-year-old company,is a programmatic video advertising platform that reaches audiences across web, mobile and connected TV. The company reportedly raised over $40 million from investors and had over $100 million in revenue in 2013.

Were this acquisition to take place, it would Marissa Mayer’s, Yahoo CEO, second largest acquisition of her tenure, coming 16 months afterYahoo bought Tumblr for US $1.1 billion.

Mayer is said to be currently under pressure from activist shareholder Jeff Smith, since he has called for dramatic changes to the company. Smith, of Starboard Value, has written an open letter saying that Mayer should quit making acquisitions altogether, find tax efficiency to monetize its Asian assets, and sell to AOL. In a way, this deal would serve as a way for Yahoo to counter AOL’s acquisition of the Web video exchange company Adap.tv last year, which has already begun to pay off for AOL.

This new move could have an impact on negotiations, as Tim Armstrong, CEO of AOL, which is Starboard Value target for a merger, said  that Yahoo is not  part of AOL’s future plans.n the short term, BrightRoll’s purchase would help to appeal publishers and advertisers who are looking to get their ads featured on more platforms, hence reaching wider audiences and generating more sales. It could also mean greater revenue for video publishers from ads being displayed as well.

Business Insider points out three ways in which an acquisition of Brightroll might help Yahoo

-BrightRoll’s algorithms might be able to help Yahoo match advertisers to videos more efficiently, thereby allowing it to sell the video ad inventory it already possesses for higher prices.

-If Yahoo wants to  turn Tumblr into a YouTube competitor. It needs video-hosting and ad-serving technology to be able to do that.

-BrightRoll generates $100 million in revenue each year, and it will immediately help Yahoo’s top line start growing again.

 

What: Online search and advertising company Yahoo Inc. is said to be in talks with video ad platform BrightRoll about a possible US$700 million acquisition.
Why it matters: BrightRoll is a strong competitor of Yahoo in terms of video ads volume and appealing publishers and advertisers.The acquisition of Brightroll would  help Yahoo  accelerate its programmatic video capabilities. This would be Yahoo CEO Marissa Mayer’s second largest acquisition after Tumblr.

descarga (1)Yahoo is in talks to acquire digital video advertising service provider BrightRoll for around US$700 million, TechCrunch reports.  The term sheets have been already signed, and if the deal is closed, could fall anywhere around that sum, although it could be valued as much as US$1 billion.

San Francisco-based BrightRoll, an 8-year-old company,is a programmatic video advertising platform that reaches audiences across web, mobile and connected TV. The company reportedly raised over $40 million from investors and had over $100 million in revenue in 2013.

Were this acquisition to take place, it would Marissa Mayer’s, Yahoo CEO, second largest acquisition of her tenure, coming 16 months afterYahoo bought Tumblr for US $1.1 billion.

Mayer is said to be currently under pressure from activist shareholder Jeff Smith, since he has called for dramatic changes to the company. Smith, of Starboard Value, has written an open letter saying that Mayer should quit making acquisitions altogether, find tax efficiency to monetize its Asian assets, and sell to AOL. In a way, this deal would serve as a way for Yahoo to counter AOL’s acquisition of the Web video exchange company Adap.tv last year, which has already begun to pay off for AOL.

This new move could have an impact on negotiations, as Tim Armstrong, CEO of AOL, which is Starboard Value target for a merger, said  that Yahoo is not  part of AOL’s future plans.n the short term, BrightRoll’s purchase would help to appeal publishers and advertisers who are looking to get their ads featured on more platforms, hence reaching wider audiences and generating more sales. It could also mean greater revenue for video publishers from ads being displayed as well.

Business Insider points out three ways in which an acquisition of Brightroll might help Yahoo

-BrightRoll’s algorithms might be able to help Yahoo match advertisers to videos more efficiently, thereby allowing it to sell the video ad inventory it already possesses for higher prices.

-If Yahoo wants to  turn Tumblr into a YouTube competitor. It needs video-hosting and ad-serving technology to be able to do that.

-BrightRoll generates $100 million in revenue each year, and it will immediately help Yahoo’s top line start growing again.