FORT LAUDERDALE — Take two bottles in to the shower? Now Yahoo has combined the platforms advertisers use to buy ads programmatically under just one. BrightRoll, the video ad tech company which Yahoo acquired 12 months ago, is now the name used to buy other kinds of ads, too.

“The BrightRoll brand now will apply to the Yahoo DSPs as a whole that includes display as well as a lot of native capabilities,” says Yahoo Brent Horowitz in this video interview with Beet.TV.

The move is driven by a wish to simplify things for buyers, Horowitz says.

“Having large advertisers, agencies, trading desk partners of ours needing to log in to different screens to buy video over here or display over here is clearly not something that’s going to scale over time,” he says. “So a unified interface within which to leverage data to buy anywhere they want, that’s an important point.”


This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.

You can find more videos from the Beet Retreat on this page.