VIEQUES, PR — FreeWheel believes that 2016 can be a watershed year for publisher monetization of video across a range of platforms including desktop/laptop, mobile, over-the-top and set-top boxes.
Data-enabled transactions are a key determinant of success for efficient cross-platform management, says FreeWheel VP Neil Smith.
“Last year we were able to transact on buy-side, first-party data where the publisher was able to do a deal directly to target with that data without actually seeing the data,” Smith says. “And the buy-side did not have visibility into the publisher’s inventory situation,” resulting in “guaranteed, upfront programmatic transactions executed that way.”
He also sees opportunity for adding scale to video distribution via the company’s private publisher-dedicated marketplace, called FourFronts, which facilitates the management of supply and demand imbalances.
“Our sell-side-only publisher marketplace is where publishers can trade inventory with each other. We’ll have publishers able to bring their first-party data or buy-side first-party data into that marketplace and buy true audience extension… additional premium inventory based on that data”.