Comcast to acquire This Technology


Michelle Clancy

| 19 August 2015

Comcast has agreed to acquire ad technology firm This Technology, a specialist in dynamic ad insertion and featuring an alternate content delivery platform that enters play during TV blackouts (such as for sports events).

It targets pay-TV providers and programmers with solutions that essentially ensure that the right content gets to the right people on the right devices.

"We are thrilled that This Technology is becoming a part of Comcast," said Comcast EVP and CTO Tony Werner. "This Technology's innovative video infrastructure platform and dynamic team of technologists have long played critical roles in our ongoing mission to evolve our video delivery infrastructure."

He added: "Integrating This Technology into our advanced video group will accelerate our development cycles and strengthen our ongoing transition to IP video."

Founded in 2006, This Technology raised a $7.5 million series A round in 2012 led by General Catalyst Partners. Its known customers include Comcast and NBCUniversal, Verizon Communications and ABC.

Most of the Denver-based This Technology team will join Comcast's VIPER team in Colorado, with others joining Comcast Wholesale.

It's the second significant ad-tech acquisition for Comcast this summer. In June, the cable company announced its deal to acquire Visible World, with an eye to enabling highly targeted ZIP code-based ad targeting based on data from set-top boxes. Terms were undisclosed.