Yahoo has revealed that it is to combine its entire programmatic advertising offering, as it attempts to use this week’s Ad Week New York to better articulate its offering to advertisers, a little over 18 months since it pulled the plug on The Right Media Exchange (RMX) brand.
Yahoo first announced that it is to acquire BrigthRoll – a platform more synonymous with video advertising – for $640m last year, and it has today (28 September) unveiled it will use it as the unified brand for its programmatic offering, with the outfit promising to offer “media-agnostic tools” to advertisers.
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Source: The Drum
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