Online video ad technology provider FreeWheel will be powering ad delivery on digital devices for NBC for the Olympics Games kicking off this Friday. The Olympics ad efforts are part of a multi-year deal that FreeWheel recently signed with NBC Universal.

Beet.TV talked to FreeWheel's Frans Vermeulen, Senior VP of Revenue and Strategy, about the Olympics efforts as well as TV Everywhere.

FreeWheel's tools will be used for various Olympics apps that'll run on both Apple and Android smartphones and tablets, as well as the Web, he tells us in this video interiew. That includes apps for both the live stream and a video-on-demand feed.

All the live streams served on digital devices will be authenticated, Vermeulen says. He adds that FreeWheel powers video for 21 of the top 25 cable networks. The ads will be dynamically served on the spot so they'll vary from what viewers see on TV, he adds. 

FreeWheel has worked with NBC for about a year to manage videos and ads across various properties including,, iVillage and, among others.

Vermeulen also shares insight on TV Everywhere rollouts, noting that conversations between programmers and traditional multichannel service providers have intensified in the last six months suggesting that more rollouts may occur soon.

Daisy Whitney