Report: Comcast may acquire Visible World, boost advanced ad portfolio

Comcast (NASDAQ: CMCSA) is in negotiations to acquire TV ad tech company Visible World, according to the Wall Street Journal, citing unnamed individuals familiar with the talks.

The paper said a deal is not imminent, and that the negotiations could also result in a partnership between the two companies. Neither Comcast nor Visible World have commented.

New York-based Visible World has addressable advertising technologies that would enable Comcast to better monetize its more than 21 million pay-TV set-tops. Visible World subsidiary Audience Xpress, meanwhile, could enable Comcast to ply the same programmatic efficiencies being enabled on digital platforms.

As it endures the uncertainty surrounding its proposed $45.2 billion purchase of Time Warner Cable (NYSE: TWC), Comcast continues to look for ways to build its advanced advertising infrastructure and exploit the efficiencies of its IP-based video system with Internet-like capabilities.

In 2014, it spent $320 million to buy FreeWheel Inc., a company that helps media companies manage advertising inventory across platforms.

Visible World has raised $33 million from investors including Adams Street Partners, AllianceBernstein, Dawntreader Ventures and Grey Ventures.

For more:
- read this Wall Street Journal report (sub. req.)

Related links:
Comcast, Cablevision, Charter execs have mixed reactions to net neutrality vote
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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