Comcast to buy Visible World

DetailsMichelle Clancy | 05 June 2015

Comcast has agreed to buy ad-tech firm Visible World, to focus on data-driven ad targeting.

Visible World helps marketers send ads to specific audiences based on ZIP codes and aggregated data, including that from set-top boxes. Brands can thus create customised TV ads based on small demographic or geographic divisions.

At NBCUniversal's upfronts last month, the company said it would start tapping the sea of data from millions of parent Comcast's set-top boxes to enable audience targeting.

The news comes close on the heels of Verizon's announcement that it plans to acquire online doyenne AOL, in a match that Verizon hopes will supercharge the mobile content and advertising space for the carrier. AOL's programmatic ad tech is a powerhouse, and one of the few platforms that works at scale. With Verizon's wealth of data about its customers, and AOL's capacity to serve ads, the opportunity for creating significant, targeted relevancy is ripe.