Comcast Seeks to Buy Firm Inserting, Tracking Web Ads

[Philadelphia Inquirer]

The home page for California-based FreeWheel , which Comcast is attempting to buy for $320 million.
The home page for California-based FreeWheel, which Comcast is attempting to buy for $320 million.

Comcast Corp., seeking to broaden its Internet services and make money on streamed TV content, is negotiating to purchase a San Mateo, Calif., company that inserts and tracks advertising in Internet and mobile video.

Comcast is reportedly looking to pay $320 million for seven-year-old FreeWheel Media Inc.

Comcast, the nation’s largest cable-TV company and residential Internet provider, already owns the Seattle-based thePlatform, which manages and hosts on-demand video for Comcast and other companies.

Analyst Dan Rayburn of the Frost & Sullivan research firm in San Antonio, Texas, said Monday that Comcast appears to be assembling an “online video ecosystem” to manage, monetize, protect, and deliver online video, which is booming.


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