Press Coverage of FreeWheel’s Acquisition of
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On May 9, 2016 FreeWheel announced its acquisition of Here is a recap of the press coverage of the announcement:

Comcast buys French startup StickyAds to build out its digital video business
It’s part of the cable giant’s move into “programmatic” TV ads.
Recode, By Peter Kafka
Comcast has acquired, a startup that specializes in TV ads that run on digital properties.  People familiar with the transaction say the Paris-based startup will be rolled up into Comcast’s FreeWheel unit, which helps TV-centric publishers like Comcast, Viacom and Fox deliver digital video ads. Comcast* bought that company two years ago for at least $360 million; no word on a purchase price for this deal. Read full article.

Comcast buys French ad tech startup StickyAds
The Drum
Comcast has bought French ad tech startup StickyAds for an undisclosed fee in a move that many see as the cable giant preparing a further charge into the programmatic TV, according to reports. Read full article. 

Comcast has acquired French ad tech company StickyAds for more than $100 million
Business Insider, By Lara O’Reilly
Comcast has acquired France-based ad video tech, Recode’s Peter Kafka first reported on Sunday evening.  Business Insider confirmed the acquisition with a source with direct knowledge of the deal, who declined to give any further details. Read full article.

Comcast’s FreeWheel Buys French Programmatic Video-Ad Network
Cable giant’s FreeWheel online-ad division paying more than $100 million for StickyAds, according to report
Variety, By Todd Spangler
StickyAds says its mission is to help premium publishers “embrace programmatic video in a controlled and totally transparent manner.” The company’s customers include France’s TF1, Yahoo, Deezer, France Télévisions and Spiegel TV, and it claims to serve more than 7,000 websites in 150 countries worldwide. Read full article.

Comcast Powers Up FreeWheel By Acquiring French Video Startup StickyAds
AdExchanger, By Kelly Liyakasa
“StickyAds brings faster speed to market on different variations of private marketplaces to mix direct sold and syndicated deals safely and efficiently,” Jon Heller, co-founder and CEO of FreeWheel, told AdExchanger. “A benefit for StickyAds is it can take advantage of all the work we’ve done to make the ad decision work regardless of the viewing environment across screens – it opens a lot of potential inventory for automated access.” Read full article.

FreeWheel Snaps Up
Comcast-owned online ad firm says deal bolsters its programmatic video capabilities
Multichannel News, By Jeff Baumgartner
The deal, FreeWheel said, will give the company an automated system that will help its clients manage video inventory across multiple screens, while also providing a “TV compliant experience.” Read full article.

Inside FreeWheel’s Acquisition of French SSP
Videonuze, By Will Richmond
FreeWheel’s co-CEO and co-founder Doug Knopper told me that the acquisition was in direct response to customers’ requests to have a single platform to manage both video ads that are direct sold and those that are transacted programmatically. FreeWheel’s customers are among the biggest broadcasters, cable networks and online publishers, and while Doug said direct sold still accounts for the vast majority of inventory for its customers, they recognize how critical programmatic has become and are aggressively positioning themselves for the future. Read full article.

In Buying StickyAds, FreeWheel Becomes A Full-Stack Solution
AdExchanger, By Kelly Liyakasa
Jon Heller, co-founder and CEO of FreeWheel, and James Rooke, its CRO, spoke with AdExchanger about the implications for the deal. Read full interview with Jon Heller and James Rooke. 

Freewheel Announces Acquisition Of StickyADS.Tv
Since its inception, FreeWheel has remained steadfast in its responsibility to provide industry leading technology solutions for TV Programmers/Networks, MVPDs and select Digital Pure-Plays to unify their advertising businesses across screens and currencies and make automation work safely for premium video across all environments. Read full article.

Comcast Acquires StickyADS
ExchangeWire, by Sonja Kroll
Comcast strengthens its activities in Europe by acquiring French video tech provider, the company has confirmed in a press release. The financial details of the deal were not disclosed. The acquisition of the video SSP is a move to complement Comcast daughter FreeWheel’s ad tech with more programmatic functionalities and deliver an end-to-end automated ad tech platform. Thus, Comcast plans to integrate StickyADS into FreeWheel. Read full article. 


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European Coverage

Comcast acquires programmatic exchange platform
Rude Baguette, By Victor Rodrigues
This move will get StickyAds closer to a certainly more receptive market, back in DecemberNicolas Mignot, France’s Country Manager, explained to Rude Baguette its perspective on the US: “All markets are different. UK and US are big and dynamic markets. Programmatic started there and this gives the feeling that these markets are more advanced, but it’s just a question of proportion. I wouldn’t say continental Europe markets are late, but it’s just that they approach programmatic differently. They are slightly more protective while UK and US are fast movers.” Read full article.

StickyAdsTV racheté par Comcast
Le Figaro, By Alexandre Debouté
L’opération est symptomatique de la révolution dans les usages. La migration sur le Web et sur tous les supports, mobile et tablette, de la consommation de vidéos – et donc de la publicité qui les accompagne – a rendu plus complexe mais aussi potentiellement plus intéressante le placement de publicité. Les éditeurs sont donc à la recherche de partenaires pour les aider à mieux monétiser leurs inventaires, c’est-à-dire les espaces qu’ils offrent aux annonceurs. Read full article.

Les Français de rachetés par le géant Comcast
FrenchWeb, By Jeanne Dussueil
Pour les Parisiens de StickyAds, il était question depuis plusieurs mois de passer à l’heure américaine, et d’adopter les codes du marché local. La plateforme française spécialisée dans la vidéo programmatique embrasse aujourd’hui entièrement son destin outre-Atlantique. D’après les informations du site Recode, elle a signé son rachat par Comcast, le câblo- opérateur américain et maison-mère qui détient notamment NBCUniversal, AT&T, Universal Studio, les chaînes MSNBC. Elle possède aussi des parts dans la plateforme de vidéos en streaming Hulu. Read full article. : un Frenchie chez Comcast?
ITespresso, By Clément Bohic
À en croire Re/code, qui s’appuie sur plusieurs sources dites « proches du dossier », le câblo-opérateur américain aurait mis la main sur cette entreprise française spécialiste de la publicité digitale. Read full article.

Le français StickyAdsTV passe sous pavillon américain
Les Echos, By Nicolas Rauline
La start-up, spécialisée dans la publicité vidéo programmatique, a été rachetée par le câblo-opérateur Comcast, via sa filiale FreeWheel. L’opération s’élève à 110 millions de dollars. Read full article.

Comcast Can Now Start to Think About ‘Conquering the Global Ad Tech Market’ says COO
Video Ad News, By Vincent Flood
IVAN caught up with Gilles Chetelat, COO and Co-Founder at, is Paris this week, where we discussed the company’s journey and why the French ad tech scene is getting it right. He is joined by Thomas Bremond of FreeWheel, who explains how is going to fit into FreeWheel’s wider offering. Watch the video interview below and continue on to read the full article.