Yahoo in talks to buy ad firm BrightRoll: TechCrunch

Yahoo Inc. in talks to buy BrightRoll.
Source: BrightRoll
Yahoo Inc. in talks to buy BrightRoll.

In what is likely the latest effort for Yahoo CEO Marissa Mayer to boost that company's sinking core business, TechCrunch reports that the company is in talks to buy multi-platform ad company BrightRoll for somewhere between half a billion and a billion dollars.

If the acquisition goes through, BrightRoll could give Yahoo more competitive ammunition in the booming online ad space against market leader Google.

(Read this to find out how BrightRoll—a CNBC 2014 Disruptor—works in the advertising space.)

Neither Yahoo nor BrightRoll would comment for the TechCrunch story. Read the full report here.

Read MoreSee CNBC's Disruptor 50 for 2014