Yahoo buys digital ad service BrightRoll for $640M

Yahoo’s share of the worldwide ad market now stands at about 2.4 percent, down from 3.9 percent in 2011, according to the research firm eMarketer.

Yahoo is buying digital video advertising service BrightRoll for $640 million in the Internet company’s latest attempt to boost its revenue after years filled mostly with financial futility.

The acquisition announced Tuesday marks Yahoo’s first major purchase since reaping a $9.4 billion windfall in September by selling part of its stake in a rapidly rising Internet star, Chinese e-commerce service Alibaba Group Holding Ltd.

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