Is Yahoo Too Late on Video Ads in BrightRoll Deal?

Yahoo, under CEO Marissa Mayer, is investing $640 million to acquire BrightRoll, a programmatic advertising company, using funds from its Alibaba stake. This move aligns with the growing trend in online video advertising, where companies like Facebook and AOL have already made significant acquisitions. The acquisition is expected to help Yahoo tap into the booming online video ad market. There are speculations about Yahoo's potential merger with AOL, but the focus remains on how Yahoo will leverage its Asian assets.

What challenges does programmatic advertising present compared to traditional advertising methods?

Why might there be skepticism about a potential merger between Yahoo and AOL?