The DSP Beeswax, founded in 2014 by ad tech gadfly Ari Paparo, is off the market. Comcast’s video ad tech company FreeWheel said Thursday it will acquire the “bidder-as-a-service” for undisclosed terms.

“Many companies in ad tech have structured the sales of their technology as SaaS, although it’s often not bought that way – but in Beeswax’s case, their technology is bought and sold on a SaaS business model, and that makes a big difference,” said Terry Kawaja, founder and CEO of LUMA Partners, which advised on the deal.

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