Yahoo has been struggling to keep up with competitors like Google and has mostly reliant on its Alibaba shares for a positive stock evaluation of the company. In an effort to use cash generated by the Alibaba IPO to strengthen its online presence yahoo plans to invest 640$ million in the video platform BrightRoll. So far Yahoo’s acquisitions have not been very fruitful except of the largest acquisition of Tumblr which has been a source of revenue growth. BrightRoll is primarily acquiesced because of their unique approach to the video advertising space. It is questionable if this acquisition will benefit Yahoo since BrightRoll only has annual revenues of $100 million and Yahoo is missing the large scale customer base in video advertising. Google’s YouTube dominates the video ad market with a whopping share of 19% of online video ads sold and the acquisition will not change the situation. The acquisition however shows how Video has been a focal point for Yahoo’s turnaround strategy, since it bolsters its video site Screen, however Yahoo has failed to generate meaningful revenue from ads sold next to those videos.
http://fortune.com/2014/11/11/yahoo-brightroll-acquisition/
http://online.wsj.com/articles/yahoo-to-buy-video-ad-platform-brightroll-1415744065