The Acquisition of Beeswax and FreeWheel by Comcast

This chapter discusses the strategic acquisitions made by Comcast, including Beeswax and FreeWheel, and their contributions to the advertising ecosystem. It highlights the importance of tools that enable a direct connection between the buy and sell side, as well as the benefits of these acquisitions for the publishing community. The chapter also emphasizes the need for a more direct connection between consumers, advertisers, and publishers to improve the overall ad experience.