- Cable and entertainment giant Comcast has purchased Freewheel.
- The startup personalizes and inserts online video ads and will now help Comcast boost its digital advertising business.
- The exact dollar amount hasn't been revealed, but it's estimated to be about $360 million.
With multi-screen viewers, the importance of an online video presence is on the rise for TV companies. The acquisition of a company already entrenched in the online ad industry is a smart move for a cable company that could be looking to play catch-up.