Comcast reportedly has acquired French ad video tech company StickyAds.tv, in a deal that published reports say is worth at least $100 million.
StickyAds.tv is a supply side platform that Recode reported will become part of Comcast’s FreeWheel ad unit. The cableco bought FreeWheel just two years ago.
The Paris-based startup helps publishers and TV broadcasters sell their video advertising inventory online and on TV.
Like other SSPs, StickyAds.tv – which was founded in 2009 -- helps reduce overhead by allowing customers to use automated tools rather than pools of workers to make deals for ad placement.
StickyAds.tv so far has raised $6.11 million in funding.
eMarketer recently forecast that U.S. programmatic video spending would increased to $5.37 billion in 2016, an 85% bump.
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