Comcast is seeking to acquire TV ad-targeting firm Visible World, according to a Wall Street Journal article, which could put the distributor in a position to capitalize on the growing targeted television advertising market. Visible World delivers ads to audiences based on zip codes through using set-top boxes and other sources, it allows marketers to buy ads through automation, and can create custom versions of TV ads for specific audiences. Comcast recently made an agreement with NBCU to provide set-top box data to the programmer, so this development is in keeping with that trend.
Cable giant Comcast Corp. has agreed to acquire the TV ad-targeting firm Visible World, according to a person familiar with the matter. The deal, if completed, could put the cable giant into a stronger position in the data-driven TV advertising business, which is still in its infancy.