The American company Comcast won today the auction to buy the European Sky. Comcast Corp. outbid 21st Century Fox Inc in an auction to acquire Sky. Comcast final bid had the valuation of $38.8 billion, around $22.59 per share.
Sky has operations in Germany, the United Kingdom, Ireland, Austria, Italy, and Spain. This acquisition will be the international expansion for Comcast, owner of FreeWheel, an ad exchange company specialized on video.
Since 2012, Sky was already using FreeWheel to manage their ad inventory. Comcast bought FreeWheel in 2014.