Yahoo has beefed up the data available via BrightRoll, the programmatic video ad platform it acquired last year. Yahoo on Wednesday announced it has added Yahoo audience data, including demographic and behavioral data, into BrightRoll’s demand-side platform (DSP).
The move is significant because it gives BrightRoll clients the ability to use Yahoo’s data -- gathered from over one billion global users -- to target audiences across the Web, not just on Yahoo’s owned and operated properties.
“Video is a core focus for Yahoo," stated Tod Sacerdoti, BrightRoll founder and CEO. “We recognized an early opportunity to integrate Yahoo’s unique data assets into the BrightRoll DSP," he said, before claiming that no other company makes their data available for targeting outside of their owned and operated properties.