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Xumo could buy Comcast time to make Peacock fly

Rumors that Comcast has earmarked ad-supported streaming platform Xumo as an acquisition target have provoked reactionary projections for 2020 including AVoD domination and YouTube’s downfall. Faultline’s own prediction, deal or no deal, is that Comcast will crush the ad tech market. Comcast’s apparent approach of Xumo was first floated just before the turn of the year by the Wall Street Journal, which – naturally – has been interpreted as an integration option for NBCUniversal’s forthcoming streaming service Peacock. But there is much more to the prospective deal than that. The Xumo ad-supported app is already available on Xfinity set tops, with Xumo essentially serving as an MVPD with technology described as laying the “virtual plumbing” for broadcasters to deliver content…

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