Nexstar Broadcasting Group has acquired Yashi, a online video Demand-side Platform (DSP) with location-focused technology for $33m.
Yashi’s platform integrates geographic, demographic, and other data-driven targeting tools with real-time-bidding, allowing advertisers to plan, buy, measure, and optimize their ad campaigns in real time.
Nexstar said the acquisition of Yashi substantially broadens and diversifies its digital media portfolio with businesses that are complementary to its focus on providing effective multi-platform marketing solutions for local and national advertisers. The Yashi offering will combine with Nexstar’s geo-fencing patent and a local sales team of more than 600 local account executives and sales managers. “The Yashi acquisition strengthens and expands Nexstar’s digital video advertising offerings with highly-targeted optimization tools and programmatic capabilities,” said Nexstar chief revenue officer, Tom O’Brien. “Their growing client roster, diversifying revenue base and local targeting expertise in digital video are key differentiators and represent an excellent strategic fit with Nexstar’s growing digital media portfolio.”