Yahoo has adopted BrightRoll – the name of the programmatic video ad platform it acquired last year – as the unified brand for its entire programmatic ad offering.

This will be divided into two parts: BrightRoll DSP for buying video, display and native ads, and BrightRoll Exchange for video and display, which is integrated with 100 DSPs.

“Yahoo is building a strong portfolio of solutions to help advertisers connect and engage with consumers through the combination of data and technology,” said Prashant Fuloria, SVP of advertising products at Yahoo. “We’ve made significant investments to integrate Yahoo’s targeting and measurement capabilities into BrightRoll’s programmatic tools to provide more control, more transparency, and ultimately better results.”

Yahoo has also introduced a custom audience feature for Gemini, its search and native ad marketplace, enabling advertisers to leverage their own user data alongside Yahoo-provided data to retarget across devices.