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FreeWheel, which is a Comcast Platform Services company, announced the acquisition of French advertising technology company StickyADS.tv. No financial details were officially released, but Internet rumors have the deal at around $100 million.

“We are very excited to make this announcement. We are bringing together two companies who deeply understand the opportunities for the ‘new TV’ ecosystem on both sides of the Atlantic,” Doug Knopper, co-founder and co-CEO at FreeWheel, says. “StickyADS.tv has been a preferred SSP partner since September 2015 and in that short time we have been thoroughly impressed by both the quality of their platform and the knowledge of their team.”

The company says the addition of StickyADS.tv strengthens FreeWheel’s capabilities to deliver an end-to-end automated ad technology platform that enables publishers to maximize monetization of their own video inventory across traditional direct sold and market demand sources while ensuring full control, compliance and creative safety.

“Our clients’ need to support automated sales has drastically accelerated over the last 18 months. We believe StickyADS.tv brings best-in-class SSP technology, specifically their focus on private exchange capabilities that put the publisher in control. We believe the combination of our platforms will deliver the solutions our clients need to thrive,” James Rooke, chief revenue officer at FreeWheel, says.

 

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