Comcast is reportedly in talks to acquire online advertising platform FreeWheel for around $320 million, as the television cable provider continues to bolster its online assets.
FreeWheel allows online video content creators to serve ads alongside videos, and counts the likes of NBC Universal, Fox and ESPN among its clients. The news was first reported by TechCrunch on Saturday. A source familiar with the deal confirmed the news to Mashable.
The Comcast deal would not immediately affect FreeWheel’s business operations or its relationships with its clients, the source added.
Then on Monday, Adap.tv announced that it has struck a deal with Magna Global to include television ads in its programmatic buying platform. Bought by AOL in August, Adap.tv is an online ad market in which advertisers and publishers can buy and sell ads.
The inclusion of television ads in what was a digital platform highlights the demand from marketers to target prospective customers across various platforms as part of a single advertising strategy.
“Video buyers are now able to use a single technology platform to activate first- and third-party data and target relevant video ads to viewers across digital, mobile and linear TV environments,” Adap.tv wrote in a press release.
While much smaller than its acquisition of Time Warner Cable, the move would give Comcast a valuable asset as it continues to build out its streaming business. Comcast already offers the X1, a streaming content box, and Streampix, a streaming movie service.
The growth of online video, along with the ads that run before and after those videos, has spurred investment in companies and technology. The move also highlights the arms race between companies such as AOL and Comcast that were not traditionally competitors.