Comcast has acquired French video ad tech company StickyAds.tv, with reports claiming that the all-cash deal was worth at least $100m.

Supply side platform StickyAds is expected to be integrated into Comcast’s FreeWheel ad serving unit, giving it more programmatic functionality to increase ad sales volume, as well as helping the Philadelphia-based media company strike up more deals outside the US, both online and on TV.

“We are very excited to make this announcement,” said Freewheel co-founder and co-chief executive officer Doug Knopper. “We are bringing together two companies who deeply understand the opportunities for the ‘New TV’ ecosystem on both sides of the Atlantic.

“StickyADS.tv has been a preferred SSP partner since September 2015 and in that short time we have been thoroughly impressed by both the quality of their platform and the knowledge of their team.”

This deal follows a series of cable and telco companies buying ad tech businesses, after Verizon’s purchase of AOL in 2015.