Comcast Purchases Ad-Tech Firm Visible World

Comcast has agreed to buy Visible World, a New York ad-tech firm that helps marketers tailor commercials to specific audiences and geographies, the companies confirmed Wednesday, following a report in The Wall Street Journal.

The move would help the Philadelphia media giant, best known for its large cable business and its NBCUniversal operations, extends its reach into the burgeoning world of helping advertisers navigate a better-defined path to consumers using data and technology.

A Comcast spokesman did not respond immediately to an email seeking comment. A Visible World executive, Bill Katz, confirmed the transaction and referred a query to the companies’ statements.

Comcast has been making more noise about using its vast stores of viewership data culled from viewers set-top boxes to help advertisers place ads in front of discrete batches of audience. During a recent “upfront” presentation in May, Linda Yaccarino, who oversees ad sales at NBCUniversal, told marketers the company would be able to use Comcast set-top box data to help them tailor ad placements and mine better-defined audiences. Visible World also uses set-top box data, among other sources, to help place commercials.

Terms of the transaction could not be immediately learned.

More TV

  • Rupert Murdoch

    21st Century Fox Clarifies Rupert Murdoch's 'Nonsense' Remark About Fox News Sexual Harassment

    Comcast has agreed to buy Visible World, a New York ad-tech firm that helps marketers tailor commercials to specific audiences and geographies, the companies confirmed Wednesday, following a report in The Wall Street Journal. The move would help the Philadelphia media giant, best known for its large cable business and its NBCUniversal operations, extends its reach […]

  • HBO Documentary President Sheila Nevins Stepping

    HBO Documentary President Sheila Nevins Stepping Down

    Comcast has agreed to buy Visible World, a New York ad-tech firm that helps marketers tailor commercials to specific audiences and geographies, the companies confirmed Wednesday, following a report in The Wall Street Journal. The move would help the Philadelphia media giant, best known for its large cable business and its NBCUniversal operations, extends its reach […]

  • Disney-Fox Deal Sets Up Scramble for

    Disney-Fox Deal Unleashes Flood of Free-Agent Executives, Talent

    Comcast has agreed to buy Visible World, a New York ad-tech firm that helps marketers tailor commercials to specific audiences and geographies, the companies confirmed Wednesday, following a report in The Wall Street Journal. The move would help the Philadelphia media giant, best known for its large cable business and its NBCUniversal operations, extends its reach […]

  • Morgan Spurlock Sexual Misconduct

    Morgan Spurlock's TNT Series 'Who Rules the World' Halts Production

    Comcast has agreed to buy Visible World, a New York ad-tech firm that helps marketers tailor commercials to specific audiences and geographies, the companies confirmed Wednesday, following a report in The Wall Street Journal. The move would help the Philadelphia media giant, best known for its large cable business and its NBCUniversal operations, extends its reach […]

  • George Clooney Matt Charman

    Watergate Series in the Works at Netflix From George Clooney, Matt Charman

    Comcast has agreed to buy Visible World, a New York ad-tech firm that helps marketers tailor commercials to specific audiences and geographies, the companies confirmed Wednesday, following a report in The Wall Street Journal. The move would help the Philadelphia media giant, best known for its large cable business and its NBCUniversal operations, extends its reach […]

  • The Chi

    TV News Roundup: Showtime Offers Early Look at Series Premiere of 'The Chi'

    Comcast has agreed to buy Visible World, a New York ad-tech firm that helps marketers tailor commercials to specific audiences and geographies, the companies confirmed Wednesday, following a report in The Wall Street Journal. The move would help the Philadelphia media giant, best known for its large cable business and its NBCUniversal operations, extends its reach […]

  • Sam Esmail Remote Controlled Podcast

    Remote Controlled: 'Mr. Robot' Creator Reflects on Season 3, Previews Season 4

    Comcast has agreed to buy Visible World, a New York ad-tech firm that helps marketers tailor commercials to specific audiences and geographies, the companies confirmed Wednesday, following a report in The Wall Street Journal. The move would help the Philadelphia media giant, best known for its large cable business and its NBCUniversal operations, extends its reach […]

More From Our Brands

Access exclusive content