AUSTIN — Comcast-owned ad tech platform FreeWheel is plugging video ad tech peer Videology in to its platform, to help advertisers buy programmatically through its FourFronts program, an extension of its private marketplace.

FourFronts enables marketers and agencies to reserve video inventory with publishers via FreeWheel.

“We see it as very important with the upfront season coming up for folks to be able to transact in this planned and guaranteed fashion,” FreeWheel agency and brand relations VP James Rothwell tells Beet.TV in this video interview.

The upcoming upfronts season is when publishers show off new content to advertisers and ad buyers, against which they hope they will buy reserved ads.

Rothwell says Videology’s inclusion in FourFronts “brings lot more demand to the table”.

Today, he says, FourFronts enables ad buys on desktop digital video; “we’ll be increasing our footprint over mobile, tablets and over-the-top devices”.

Rothwell was interviewed by Beet.TV at the 4As’ (American Association of Advertising Agencies) Transformation 2015 event in Austin, Texas. Our coverage is sponsored by Videology.  Please find more coverage from the conference here.