Internet giant Yahoo is acquiring programmatic video advertising platform BrightRoll for $640m.

The acquisition will combine Yahoo’s mobile and desktop video advertising inventory with BrightRoll’s programmatic video platform. Acquiring BrightRoll will make Yahoo’s video advertising platform the largest in the US.

Marissa Mayer, Yahoo chief executive said: “Video, along with mobile, social, and native, is driving a surge in digital advertising. Here at Yahoo, video is one of the largest growth opportunities, and BrightRoll is a terrific, strategic and financially compelling fit for our video advertising business.

“This acquisition will accelerate the growth of both companies – we can help BrightRoll scale to even more advertisers globally and they can bring their tremendous platform offering to Yahoo’s advertisers,” she added.

Tod Sacerdoti, BrightRoll chief executive and founder, said: “We believe the next step for programmatic video advertising as an industry is to extend and standardise globally, make cross-device buying simple and measurable, and complement and integrate with TV. We are excited to join Yahoo to materially advance efforts in each of these areas.”

The acquisition is expected to close in early 2015. BrightRoll’s net revenues are expected to exceed $100m this year.