Comcast’s ad-tech division FreeWheel is to acquire Beeswax, a buy-side startup headed by influential programmatic personality Ari Paparo.
Financial terms of the deal were not disclosed, and the transaction is expected to close in January 2021 pending regulatory approval. It comes at a time when mergers and acquisitions in the ad-tech sector are starting to ramp up after the economic impact of the Covid-19 pandemic caused a hiatus in dealmaking activity.
Beeswax offers media buyers a “bidder-as-a-service” programmatic buying model, where clients are charged a standardized service fee as opposed to a percentage of every media purchase fee, the normal cost model in automated media trading.
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