VIEQUES, PR — FreeWheel’s video advertising server software is used by both broadcast and non-broadcast media companies alike, to better tap in to demand for their valuable ad space.
But those two segments have very different rationales for wanting ad-tech, so FreeWheel approaches each differently.
That is according to FreeWheel publisher partnerships VP Julie Van Ullen, who sat down with Beet.TV for this video interview.
“More recently, we’ve broadened our scope to include media companies and portals who are augmenting their strategy for monetisation to include video creation or even outstream units,” Van Ullen says.
“(We deliver) the SSP that is built in to the ad server (for broadcasters) … in a very different way than we’re addressing the market of media…”
- Programmer: “In the programmer segment, the most important thing for these folks is control.” Van Ullen says that includes respecting given competing advertisers space within pre-, mid- or post-roll ads, plus compliance and rights management.
Media: “When it comes to the other side of the house … it’s much more about monetisation on the media and portals segment. This isn’t just another demand play. We’ve seen the commoditization of this inventory have a negative effect on the marketplace as a whole. We want that not to happen here. Our SSP exposes … the data that allows the publisher to value their inventory appropriately.”
According to FreeWheel’s latest Video Monetization Report for 2016, last year video companies focused on improving user experience, big news and sports events drove ad views, while more ad buying went automated.