Comcast is about to buy online video advertising company FreeWheel for a reported $320 million. The move comes as the company may be looking to strike partnerships with online video makers to distribute their programming.

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Comcast may be looking to get a bigger foothold in the online video market: The company is talking to online video producers about possibly distributing their programming, according to a report from The Information.

Comcast CEO Brian Roberts has been given a demonstration of an online video service that could run on the company’s set-top boxes, according to the report. The economics of such a service don’t seem to be set in stone yet, but one possibility would be advertising — which is where another bit of Comcast news comes in: The TV giant is close to sealing a deal to buy the online video ad company FreeWheel, according to TechCrunch, which pegs the price tag for FreeWheel at $320 million.

FreeWheel already counts NBCUniversal as its customers, but if Comcast were really going to embrace online video big time, it would make sense for the company to use its own ad tech rather than paying a third party for it.

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