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AlleyWatch Beeswax, the programmatic ad-tech platform that offers “bidder-as-a-service”, has been acquired by FreeWheel, the digital TV advertising platform. FreeWheel is owned by Comcast. The terms of the transaction were not disclosed. “It should not be news to anyone in the advertising world that Connected TV is the fastest growing area of programmatic,” said Ari Paparo, Cofounder and CEO of Beeswax. “We’ve seen that as well at Beeswax, with more and more customers focusing on bringing together the sight, sound, and motion of television with the power of programmatic advertising technologies. We cannot think of a better home for Beeswax than within FreeWheel, the leading technology provider to the global Advanced TV business.” ....