Irving, Texas-based TV broadcaster Nexstar Broadcasting Group this week announced it has acquired Yashi, a video demand-side platform (DSP), for $33 million.
The move continues the 2014 trend of M&A activity in the ad tech space, but is also indicative of programmatic’s impact on longstanding media channels -- in this case television.
Nexstar is looking to bridge the gap between television and digital video, creating a multiplatform marketing stack for both local and national advertisers, although the Yashi acquisition appears to be focused on the former.
The core draw of Yashi’s DSP was its location-based targeting tech, a boon to local advertisers. Nexstar has its own geofencing targeting technology it hopes to pair with Yashi’s offering.
“The Yashi acquisition strengthens and expands Nexstar’s digital video advertising offerings with highly-targeted optimization tools and programmatic capabilities,” stated Tom O’Brien, EVP of digital media and chief revenue officer at Nexstar.