Comcast has absorbed a French startup StickyAds.tv

Recently, the television company Comcast has acquired a French startup StickyAds.tv, which specializes in television advertising using standard Internet marketing tools. According to Re / code sources , Comcast is going to merge a startup with the FreeWheel division, which helps companies like Viacom and Fox distribute video ads.

As part of this division, Comcast absorbed the startup FreeWheel two years ago for about $ 360 million - the exact amount of the deal then did not become publicly available. At the core of StickyAds.tv is a technology that allows publishers to create their own solutions that provide the ability to place video ads. In fact, any major publisher with the help of StickyAds.tv can acquire and place advertising on television - this approach is typical for standard advertising on the Internet, but not television advertising.
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Since its foundation in 2009, StickyAds.tv has received investments totaling more than $ 6 million, and the startup staff numbers 100 people, most of whom are in Europe. Under the terms of the takeover, each of the current employees of StickyAds.tv will be transferred to the FreeWheel unit inside Comcast. As in the case of FreeWheel, Comcast representatives did not disclose the amount of the deal with StickyAds.

The takeover of startup StickyAds for Comcast looks particularly logical after the information on the acquisition of DreamWorks Animation SKG studio - the company is trying to find new levers for growth in the market. Comcast has previously acquired Universal Pictures, but this film studio cannot compete with Walt Disney Pictures in the popularity of its cartoons.

Through the acquisition of StickyAds, Comcast’s management will be able to consider new forms of content monetization from DreamWorks, Universal Pictures and other studios by placing TV commercials as part of their cable products.