Comcast has acquired StickyAds.tv, 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.
I've asked Comcast for comment.
StickyAds helps publishers create their own "supply-side platforms" — essentially, private ad exchanges that allow publishers to give certain buyers the ability to purchase their inventory via "programmatic" tools.
That is: It lets them sell some of their digital TV ads to some buyers, using software.
StickyAds started up in 2009 and has since raised at least $6 million. Sources say all 100 of its employees, who are primarily based in Europe, will join Comcast/FreeWheel after the deal is done.
* Comcast, via its NBCUniversal unit, is a minority investor in Vox Media, which owns this site.
This article originally appeared on Recode.net.