COLOGNE — Recently-rebranded online video advertising platform SpotX reckons it will get more access to premium broadcasters and publishers from a new partnership with its peer FreeWheel.

FreeWheel has opened its Preferred Partners Initiative for supply-side platforms (SSPs). That builds on its existing partner integrations by allowing its customers to tap in to new sources of advertising supply. and SpotX are the first supply-side platforms to join.

“FreeWheel has a number of partnerships with broadcasters around their world, that’s their expertise,” says SpotX CEO Mike Shehan in this video interview with Beet.TV.

“What we’re offering in this partnership is an enhanced integration between FreeWheel and SpotXchange that allows these big broadcasters to really mix those direct sales tactics with programmatic tactics – operating a private marketplace, doing programmatic direct – but having those two siloed entities work more cohesively together.”

This video is part of series:  Programmatic Video at a Turning Point, presented bySpotX.   You find additional videos from the series here.