Cable giant Comcast Corp. has agreed to acquire the TV ad-targeting firm Visible World, according to a person familiar with the matter.

The deal, if completed, could put the cable giant CMCSA, +0.14% into a stronger position in the data-driven TV advertising business, which is still in its infancy.

New York-based Visible World works with marketers to deliver ads to specific audiences and households based on zip codes, using data from cable set top boxes and other sources.

It also has a division that that allows marketers to use software to buy TV ads in an automated fashion as they do when they buy online ads. The company also has technology that allows advertisers to create custom versions of a TV ad that are targeted to viewers.

Terms of the deal weren’t available, but it likely isn’t costly for Comcast, which is already an investor in the company through its venture arm. In April, Comcast called off its merger with Time Warner Cable after meeting stiff resistance in Washington.