Comcast Buys Visible World, Expands Addressable TV Advertising

The largest U.S. cable operator, Comcast Corp., continues to acquired advanced advertising technology companies -- now with the purchase of Visible World.

Visible World has been one of the bigger platforms and proponents of addressable TV advertising. The technology-based company has worked with more than 300 advertisers, reaching approximately 80% of U.S. cable homes with an addressable footprint of 3 million homes.

Terms of the Comcast-Visible World agreement were not disclosed.

Visible also owns AudienceXpress, a programmatic TV, audience buying platform for advertisers, which started up in 2013. Visible World’s investors include WPP Group, Viacom, Time Warner Investments, Comcast Ventures, among others.

Seth Haberman, founder/chief executive officer of Visible World, said: “Our mission has always been to develop innovative, industry leading technology that makes TV advertising more efficient and effective... I am thrilled to announce that we have found the perfect partner to help us achieve our goals and help us take our business and services to the next level.”



John Schanz, EVP/chief network officer for Comcast Cable, said: “This partnership reflects the business and technology trends we are seeing in the television industry today.”

In March 2014, Comcast bought FreeWheel for $360 million. Freewheel provides digital advertising insertion for online and video-on-demand programming for major TV content providers, including 21st Century Fox, Viacom, Dish Network, DirecTV, Comcast’s NBCUniversal, Discovery Communications, Univision Communications,, Turner Broadcasting and AT&T.

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