Comcast’s Visible World to Court Major Advertisers

Variety: Visible World isn’t just another ad-tech startup. Comcast purchased it in June. The company intends to place more emphasis on getting advertisers to consider a product that helps them identify particular strands of audience, and then place commercials in ad inventory most likely to reach those specific viewers. The technology, which helps marketers place ads according to a pre-defined set of data, is known as “programmatic advertising,” and is gaining more traction as Madison Avenue attempts to place advertising on TV in much the same way it does in digital arenas.