Digital Ad Tools Are Gaining Traction in Connected TV: FreeWheel’s Michelle Zyglis

Software tools that transformed the way brands buy digital advertising are coming to television as marketers and agencies seek to reach the growing audience for video streaming. FreeWheel, Comcast’s advertising technology platform, this year is bringing these programmatic tools to the upfronts as billions of dollars are transacted. “We have a lot of growth happening […]

Embracing the Intersection of Premium CTV and Programmatic: FreeWheel’s Loria

Programmatic advertising has been steadily migrating from its web display origins to the new connected TV (CTV) screen. In this video interview with Beet.TV, Katy Loria, Chief Revenue Officer, FreeWheel, says she has noticed an uptick in enthusiasm. But, still, there is work to be done to take programmatic to the heights Loria believes it […]

FreeWheel & VAB Checklist Aims To Smoothe Path To Premium TV Ads

SANTA MONICA, CA — The question of what constitutes a quality video advertising environment is one that always stirs strong opinions. Together, the FreeWheel Council for Premium Video and the Video Advertising Bureau (VAB) are attempting to clear up the matter. In November 2023, they unveiled a new “checklist” which helps buyers buy premium TV […]

Comcast’s Rooke Sees FreeWheel Emerge As ‘Unifying Point’ For TV Ad Demand

LONDON, UK — In a week in which ad exchange operator Index Exchange announced a direct integration with TV ad-tech platform FreeWheel, the latter’s owner sees FreeWheel becoming a gateway for an array of TV ad buyers. “When you’re an industry platform, then interoperability is really important,” James Rooke, President, Comcast Advertising, told me in […]

Index Exchange’s FreeWheel Integration Widens Access, Standards & Quality: Gardner

LONDON, UK — Ad exchange operator Index Exchange is broadening its access to streaming TV ad inventory in a new direct integration with TV ad-tech platform FreeWheel. The tie-up is seen as enhancing ad buyers’ access to premium inventory and diversifying demand sources for media owners. Speaking with me at The Future of TV Advertising […]

Creating a Great Multiplatform Experience Helps Everyone: FreeWheel’s Mark McKee

Next week’s Cannes Lions International Festival of Creativity comes after a period of massive upheaval for the media and marketing industries that sped up longer-term shifts. The pandemic led to greater consumer adoption of internet-connected television, and media companies raced to differentiate their streaming services with vast libraries of movies and TV shows. More recently, […]

FreeWheel Aims To Simplify Global Advertising With Interoperability And Scale

LONDON — The streaming TV ad business is going big and going global – and that means ad-tech vendors supporting it have to do the same. But how can the suppliers to this booming business continue to provide value to publishers and advertisers in the fast-changing sector? In this video interview with Beet.TV, Thomas Bremond, […]

Experience Is Everything: FreeWheel’s Loria On Delighting Streaming TV Viewers

As consumer adoption of free ad-supported television (FAST) channels rises at a meteoric pace, it is crucial for industry stakeholders to ensure a uniform quality advertising experience across the diverse array of platforms. That’s the opinion of one executive whose software is helping TV networks move into the future. In this video interview with research […]

Frequency-Capping of Ads Is Key Milestone: FreeWheel’s Alex Strickland

SAN JUAN, Puerto Rico – Regular viewers of television can be forgiven for being annoyed when they are shown the same commercial repeatedly during a program. Moreover, advertisers don’t want to damage their brands or waste media dollars when they are working to automate their media buying. For these reasons, frequency-capping of ads across different […]

The ‘Triple Win’: FreeWheel’s Loria Sees Half Of OTT Growth From ‘Astronomical’ FAST TV

SAN JUAN, Puerto Rico — The media business pendulum may now be around half-way between subscription video and free streaming TV. In this video interview with Beet.TV, Katy Loria, Chief Revenue Officer, FreeWheel, says 50% of growth in over-the-top TV viewing is coming from FAST – free, ad-supported TV services. Loria says that is going […]

How To Help Programmatic TV Take Off: FreeWheel’s Loria

SANTA MONICA — Data-driven and automated selling of streaming TV ads is growing. But if programmatic wants to hit higher heights in tv, it will have to shake-off its origin story. That is according to one TV ad-tech exec in close contact with money movements. Programmatic take-off “Programmatic wasn’t built for premium video – it […]

Major Brands Are Driving Adoption of CTV Advertising: FreeWheel’s Cameron Miille

Established brands have led the way into advertising on connected television, a break from the past when smaller, disruptor brands were more willing to take a chance on a new and comparatively untested medium. “You see a lot of those smaller brands really try to be the first ones there to exploit a market inefficiency, […]

Preventing Ad Fraud Requires Proactive Steps: FreeWheel’s Matthew Katz

Cybersecurity platforms for years have worked to eliminate fraudulent activity that costs advertisers millions of dollars a year. As those marketers shift more of their ad budgets into connected television (CTV), they must remain vigilant against suspicious activity that inflates viewership metrics. “A constant word that comes out of my mouth is ‘proactive’ — be […]

OpenID Helps Unify TV Ad Buying with FreeWheel, Magnite and Xandr Integration: OpenAP’s Chris LoRusso

NEW YORK – OpenAP today introduced a way to unify delivery of all television advertising buys and to support cross-platform measurement of campaigns. The advanced advertising company added programmatic interoperability to OpenID, its unique identifier for linear TV and digital audiences. Integrations with FreeWheel, Magnite and Xandr’s Monetize SSP give media buyers the ability to […]

FreeWheel’s Multi-ID Matching Game Defrags The Industry In Cannes

CANNES – If Cannes Lions was about creativity, now it’s also about connectivity. At the festival in the south of France, ad-tech firm FreeWheel launched new integrations allowing advertisers and publishers to match their own first-party IDs to commonly-used ID technologies’. In this video interview with Beet.TV, Christopher Glover, VP, Marketing, FreeWheel, explains the news. […]

Advertisers Will See Data-Powered Growth in Television: FreeWheel’s Jonathan Whitticom

Marketers have fretted that linear television and digital video have operated in separate siloes, hampering their ability to run cross-platform campaigns efficiently. FreeWheel, an ad-tech unit of media and communications giant Comcast, is working to break down those barriers with self-service features introduced last week. “We’re really looking at using our FreeWheel Strata technology in […]

Political Campaigns Have New Tools for Cross-Platform Reach: FreeWheel’s Tess O’Brien

SAN JUAN, Puerto Rico – This year’s midterm elections are estimated to generate as much as $9 billion in video advertising revenue as campaigns seek to reach voters on linear TV and connected TV (CTV). To meet their demands for ad inventories, ad-platform provider FreeWheel today released new tools to unify audience-based planning on premium CTV […]

FreeWheel Names Mark McKee As General Manager to Oversee Global Operations

FreeWheel promoted Mark McKee to general manager to oversee all parts of the advertising technology company, which is a unit of Comcast. In this new role, McKee is in charge of FreeWheel’s sales, product, engineering, operations and support services worldwide, the company announced. He succeeds Dave Clark, who announced his departure after leading FreeWheel since […]

Explosion After Inertia: FreeWheel’s Clark On Advanced TV Evolution

LOS ANGELES — Don’t call it the foxtrot, but the revolution leading to the future in TV ad sales may be a case of “slow, slow, quick-quick, slow”. In this recorded interview with Denise Colella, ex NBCUniversal SVP, Advanced Advertising and Data, at Beet Retreat, Dave Clark, General Manager, FreeWheel, predicts a profound up-ending in […]

At the Beet Retreat, Industry Can Collaborate To Solve & Grow: FreeWheel’s Clark

For many people, the last couple of years has been a torrid time. For the TV, video and advertising industry, it has been a period when new consumer behaviors were solidified. Now that the darkness is easing, players are emerging into the light with a renewed impetus – if they want to capitalize on the […]