US cable and entertainment giant Comcast has agreed to buy targeted TV advertising firm Visible World for an undisclosed sum.
Comcast Cable executive VP and chief network officer John Schanz said the new acquisition complements the company’s…
US cable and entertainment giant Comcast has agreed to buy targeted TV advertising firm Visible World for an undisclosed sum.
Comcast Cable executive VP and chief network officer John Schanz said the new acquisition complements the company’s existing advance advertising assets.
“Visible World offers a diverse spectrum of services that serve a variety of needs across the television advertising landscape. This partnership reflects the business and technology trends we are seeing in the television industry today.”
Comcast was already an investor in Visible World via its venture division.
Based in New York, Visible World works with advertisers nationwide to deliver targeted TV campaigns. Its products include SmartTV DNA, which it says more than a dozen leading networks use to track their program promotion campaigns.
Comcast said Visible World would operate as an independent business.
The cableco, which called off its planned merger with Time Warner Cable in April following regulatory resistance, has continued to invest in new ad technologies. Last year, it acquired online video advertising start-up FreeWheel Media for about US$320m.
