Comcast pays more than $100 million for French programmatic tech startup

Comcast (NASDAQ: CMCSA) has confirmed that it has bought French ad tech company

Comcast didn't specify a purchase price. But published reports peg the deal as being worth over $100 million.

StickyAds specializes in building exchanges for programatic ad sales. Its clients include France's TF1, Yahoo, Deezer, France Televisions and Spiegel TV. Comcast will roll the company into FreeWheel, its unit that specializes in helping top media conglomerates monetize online video. Comcast paid as much as $375 million for the ad insertion and management service provider in March 2016.

"We are bringing together two companies who deeply understand the opportunities for the 'new TV' ecosystem on both sides of the Atlantic," said Doug Knopper, co-Founder and co-CEO, FreeWheel, in a statement. " has been a preferred SSP partner since September 2015 and in that short time we have been thoroughly impressed by both the quality of their platform and the knowledge of their team."

StickyAds was founded in 2009 and has raised around $6 million in private funding. It's headquartered in the suburbs of Paris, and has offices in New York, London, Madrid, Hamburg and Milan.

"Our clients' need to support automated sales has drastically accelerated over the last 18 months," said James Rooke, chief revenue officer for FreeWheel. "We believe brings best-in-class SSP technology, specifically their focus on private exchange capabilities that put the publisher in control. We believe the combination of our platforms will deliver the solutions our clients need to thrive."

For more:
- read this Business Insider story
- read this Variety story
- read this Re/code story

Related articles:
Comcast's Roberts reassures DreamWorks staffers, may be thinking about Xfinity originals
Comcast-backed NextVR signs deal with Live Nation to stream hundreds of concerts in virtual reality
Comcast/NBCU in talks to compete with itself in Hulu skinny bundle