CANNES — In September, the 30-company advocacy group founded by video ad-tech company FreeWheel will be celebrating its first anniversary.

The FreeWheel Council for Premium Video was formed last year to develop a strong and unified position on topics that matter to the premium video ecosystem. FreeWheel’s Agency and Brand Relations VP James Rothwell says the Council is focusing on four areas in its first year:

  1. Defining premium video (see recently-published paper).
  2. The need for programmatic systems built specifically for premium video (see recently-published paper).
  3. Understanding and refining ad experiences for users.
  4. Unifying measurement in a fragmented world.

Rothwell says the Council will explore how to make ad experiences more engaging in order to discourage ad blocking. And he says measurement technologies have not caught up to how consumers are viewing content.

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