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Comcast buys programmatic ad business

Comcast has bought Visible World, a sepcialist in the addressable and programmatic advertising business.

“For more than a decade, we have been focused on developing a portfolio of solutions that offer a wide variety of services to a wide range of customers….Comcast’s investment in our business will accelerate our ability to deliver on our vision and provide more open and efficient systems that will encourage more valuable and collaborative relationships across the TV ecosystem,” said Visible World CEO Seth Haberman.

“Visible World is a dynamic company and a real complement to our existing advanced advertising initiatives. Visible World offers a diverse spectrum of services that serve a variety of needs across the television advertising landscape,” said John Schanz, executive VP and chief network officer for Comcast Cable.  Comcast plans to operate Visible World as an independent company that will continue to develop new
services for existing companies and to grow its customer base.

Terms of the deal were not disclosed.

Earlier this year, Comcast acquired Freewheel, a company that personalizes and inserts video ads for a number of media companies, for $360 million.

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