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BrightRoll is an advertising software company that provides ad serving and programmatic video advertising services. The platform helps advertisers, publishers, and ad networks to buy and sell digital video ads across the web and on mobile devices. BrightRoll's technology lets marketers target specific demographics or behavioral profiles with their video content through real-time bidding (RTB), allowing for more efficient use of advertising budgets while maximizing campaign performance and ROI. The platform also offers analytics tools to track ad engagement metrics and audience insights that help in optimizing future campaigns. In 2015, Yahoo! acquired BrightRoll, integrating its capabilities into the larger ecosystem of Yahoo's advertising solutions as part of Yahoo’s rebranded product suite called Oath Ad Platforms after Verizon's acquisition.