Comcast pays '$100M' for StickyAds.tv

The fast-growing FreeWheel digital ad management group, acquired by Comcast two years ago for a reported $360 million, says it has agreed to buy StickyADS.tv, a France-based "video supply-side platform" that helps content companies set up and manage ad sales services "enabling clients to manage video inventory across all screens and access demand from any demand channel, while ensuring a brand-safe, TV compliant experience," StickyADS.tv says here.

Comcast won't say what it's paying for StickyADS.tv, which was backed with $6 million from private investors Isai and Ventech. The sale cost $100 million or more, according to an unnamed source cited by BusinessInsider's Lara O'Reilly. More from ReCode here, Variety here.

FreeWheel CEO Doug Knopper said the two firms "deeply understand the opportunities for the 'New TV' ecosystem in the U.S. and Europe."  They have worked together since last fall.  "The combination of our companies will benefit our respective client bases, most notably the largest TV broadcasters," said Hervé Brunet, CEO and cofounder at StickyAds.tv, in a statement.

The business is changing quickly, added James Rooke, chief revenue officer at San Mateo, Calif. -based FreeWheel.

Paris-based StickyADS.tv's clients include European video, online and print publishers including TF1, France Télévisions, M6, LaPlace  Media, Germany's Spiegel, Italy's Corriere della Serra, England's Economist, managing "over 90+ server-to-server buy side connections including all the market-leading Demand Side Platforms."

Comcast's FreeWheel counts Verizon's AOL, DirecTV, Comcast's NBC Universal, Turner and UK's Sky TV as clients for its ad tech and consulting services.