Yahoo has confirmed that it acquired a video advertising startup company called BrightRoll for $640 million in San Francisco. Brightroll helps customers buy and sell video ads on websites, mobile devices and connected televisions.

Current President and CEO of Yahoo, Marissa Meyer said that Brightroll could take over the Web banner ads through its video advertising, reported CNET. Meyer said in a blog post that the San Francisco startup company could help Yahoo transform and modernise display business and return it to growth.

Brightroll delivers ads across channels without programming which would help Yahoo grab more advertising dollars from Google and Facebook.