• by Laurie Sullivan  @lauriesullivan, September 28, 2015

Starting today, all of Yahoo's programmatic advertising technology will connect under the BrightRoll brand to offer advertisers, publishers and partners a suite of tools to connect with consumers across ad formats and devices.

Under the brand sits the BrightRoll DSP to drive programmatic video, display and native advertising buys and tap into data. The BrightRoll Exchange connects buyers and sellers of high-quality video and display inventory.

Yahoo also made it clear on Monday at the start of Advertising Week that advertisers can now integrate its third-party data along with their own first-party data to increase the change for success when retargeting advertisements through Gemini, the company's native display and search ad platform.

A worldwide ad estimate from eMarketer puts Yahoo at No. 3 in market share behind Google and Microsoft, generating $3.37 billion in total digital ad revenue in 2015, taking 2% of the worldwide total digital ad market, down from a 2.4% share in 2014.

In the U.S., it accounts for $2.53 billion this year, down from $2.54 billion in 2014.

As for search revenue in the U.S., eMarketer estimates Yahoo will generate $1.27 billion search ad revenue in 2015, down 3.4% compared with the prior year.

The new integration plays off a partner program that connects advertisers with a community of ad tech and service providers such as Acquisio, ChannelAdvisor, Dealer.com, DrivenLocal, Fiksu, Kenshoo, Marin Software, Sprinklr and Tealium. Partners are part of the Yahoo Gemini Certification Program.