Yahoo buys digital ad service BrightRoll for $640 million


Yahoo is buying digital video advertising service BrightRoll for $640 million in the Internet company’s latest attempt to boost its revenue after years filled mostly with financial futility.

The acquisition announced on Tuesday marks Yahoo’s first major purchase since reaping a $9.4 billion windfall in September by selling part of its stake in a rapidly rising internet star, Chinese e-commerce service Alibaba Group Holding Ltd.

Yahoo Inc. has promised to distribute at least half of the $6.3 billion in after-tax proceeds from the Alibaba stake sale to its shareholders. That gives CEO Marissa Mayer the option of spending the rest on acquisitions that could enable the Sunnyvale, California, company to recover some of the ground that it has lost to rivals Google Inc. and Facebook Inc. in the booming online ad market.

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