Comcast is buying FreeWheel, a company whose service is designed to help TV networks, film studios, and other content companies sell and manage in-video ads across numerous Web sites and devices. FreeWheel’s setup automatically allocates ad inventory, keeps track of ad revenue, and accounts for revenue splits between Web sites and content owners. It’s also designed to help marketers place their ads more easily. It was founded by former executives of Internet-display-ad company DoubleClick, which was purchased by Google in 2007 for $3.1 billion.
