Comcast To Buy Digital Ad Company Freewheel

comcastComcast has finalized a deal to buy digital advertising company Freewheel for $360 million, according to reports.

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.

Freewheel’s investors include Steamboat Ventures, Turner Broadcasting System, DirecTV, Battery Ventures and Foundation Capital.

Comcast could use Freewheel for other traditionally delivered TV screens — including addressable advertising — according to analysts.

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