NEW DELHI: As predicted by several media experts almost a decade earlier, the era of mergers and acquisitions has picked up pace with the big fish often either eating the small fish or letting it co-exist in partnership.

An interesting aspect of this is that large players in the information technology and broadcasting field who can develop technologies of their own find it cheaper to enter into agreements with other companies for this. And this trend is not just confined to India, but globally.

Visible World, a specialist in the addressable and programmatic advertising business, has been bought over by Comcast Cable.

Visible World will operate as an independent company and will continue to develop new services for existing companies and grow its customer base.

“For more than a decade, we have been focused on developing a portfolio of solutions that offer a wide variety of services to a wide range of customers. Comcast’s investment in our business will accelerate our ability to deliver on our vision and provide more open and efficient systems that will encourage more valuable and collaborative relationships across the TV ecosystem,” said Visible World CEO Seth Haberman.

“Visible World is a dynamic company and a real complement to our existing advanced advertising initiatives. Visible World offers a diverse spectrum of services that serve a variety of needs across the television advertising landscape,” added Comcast Cable Executive vice president and chief network officer John Schanz. 

“This partnership reflects the business and technology trends we are seeing in the television industry today. We look forward to helping the talented Visible World team expand and accelerate their business and create more value for distributors, advertisers, agencies, programmers and affiliates,” Schanz added.

The terms of the deal were not disclosed. Earlier this year, Comcast acquired Freewheel, a company that personalizes and inserts video ads for a number of media companies, for $360 million.