Comcast buys ad insertion and IP video platform firm This Technology

Comcast (NASDAQ: CMCSA) has acquired Denver-based This Technology, which specializes in dynamic ad insertion technology and has an IP video back office platform. According to Multichannel News, most of the company's 63 employees will be joining Comcast's VIPER (Video IP Engineering and Research) team that works on the company's video infrastructure for IP services and some will join Comcast Wholesale, which is also based in Denver.

Terms of the deal were not announced but in a blog post This Technology's CEO Jeff Sherwin said the company's products and services will continue to be developed, supported and sold as part of the Comcast Wholesale solution portfolio.

Comcast has been building its expertise in the ad technology area. In June the company acquired ad-targeting firm Visible World, which works with marketers to deliver targeted ads to specific audiences based upon zip codes and data from users' set-top boxes.

And last year the company acquired FreeWheel for $320 million. FreeWheel delivers ads for TV Everywhere products like WatchESPN and Watch ABC and provides viewer data as well as advertising information such as CPM rates and volume.

For more:
- see this Multichannel News article
- see This Technology's blog post

Related articles:
Comcast snaps up ad tech firm Visible World
Report: Comcast may acquire Visible World, boost advanced ad portfolio
WSJ: Comcast's other acquisition, FreeWheel, has media companies concerned
Comcast wants better audience measurement after 5.6% revenue drop at NBCU
Long-form content has its day in the sun as ad views jump 43%, FreeWheel says

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