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October 15, 2013
Can One Live on Bre.ad Alone?
 
Chances are, probably not. Now, with Yahoo's latest acquisition, we don't have to entertain the question. Yahoo, which has been buying up digital assets since Mayer took the helm, decided to add the social advertising tech startup to its portfolio.

This is yet another addition to the ad platform startups being snatched up. Though the terms of the buyout have not been readily available, our source discloses that Bre.ad, founded in 2011, raised at least $3.5 million dollars from some high-profile people.

It is interesting that WPP CEO Sir Martin Sorrell said that we should expect more consolidation in terms of the advertising industry shrinking, but we didn't think that we would see it in the ad tech community. The community is still fairly new, and all the startups and small ad platform companies were experiencing an incubation period; the period rapidly changed from childhood to maturity. Can that lifecycle be too fast? Who knows; this is new territory with a new product, so it will be interesting to see what Yahoo does with Bre.ad's capability, and how the other players in the industry will react.

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Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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