Marissa Mayer, Yahoo's chief executive. REUTERS/Ruben Sprich Yahoo is lining up an acquisition bid for the video adtech platform BrightRoll as the company continues to accelerate its video strategy, TechCrunch reports.

Sources tell TechCrunch that term sheets have already been signed and that the deal is likely to be worth within the region of $700 million to $725 million, although it could be valued as much as $1 billion.

BrightRoll acts as an intermediary service for both brands and publishers, serving video advertising across desktop, mobile, and connected TV devices.

It works with clients including Mars, Honda, and Kellogg to help their marketers plan, target, optimize, and measure their digital video advertising campaigns across 25 of the top 50 online video publishers.

Researchers at comScore this year rated BrightRoll’s ad platform as the largest in terms of reach to unique US video viewers — 95% of all video viewers online — through its partnerships with ad networks, agency trading desks, and demand side platforms (DSPs). It scored ahead of Specific Media, AOL, LiveRail, and Google.

If true, the TechCrunch report suggests Yahoo is looking to take Google and its online video platform YouTube head-on in the online video advertising space. Several Yahoo executives have previously told Business Insider that Tumblr — which Yahoo bought last year for $1.1 billion — should become the company’s answer to YouTube.

In March this year, Re/code reported Yahoo was working on a plan to lure some of YouTube’s most popular stars over to Tumblr. Yahoo's sites are only the fourth-largest in terms of online video views, with Google, Facebook, and AOL coming ahead, according to comScore data, which highlights the need for it to improve its content to migrate users to its platform.

Acquiring BrightRoll, which last year was said to be bringing in $100 million in revenue, would help monetize that potentially lucrative video content.

BrightRoll has already raised more than $40 million from investors including Adams Street Partners, Scale Venture Partners, Comerica Bank, True Ventures, Trident Capital, KPG Ventures, Michael Tanne, Fabrice Grinda, Auren Hoffman, and Jeff Clavier, according to TechCrunch’s CrunchBase.

A Yahoo spokeswoman told Business Insider the company “does not comment on rumor or speculation.”

Yahoo has already taken several steps to attempt to improve its video strategy.

In July, Yahoo announced it had bought the Israel-based startup RayV, which specializes in streaming high-quality video, for an undisclosed amount.

In August, the company was reported to have made an offer to buy the video-streaming platform Twitch for $970 million, which Amazon later landed for an estimated $1 billion.

There were also rumors last year that Yahoo was looking to buy DailyMotion and, separately, Hulu.