NBCUniversal parent Comcast acquired FreeWheel in 2014, but that affiliation doesn’t appear to have affect FreeWheel’s ability to strike deals with other broadcasters.

In a deal announced today, Discovery Inc, which already was a FreeWheel customer, says it will now take on FreeWheel’s “unified decisioning platform to enable holistic advertising management for Discovery’s full roster of cable networks”.

Discovery wants advertisers to be able to reach viewers across:

  • Discovery Go, its own-brand player.
  • Discovery’s channels through cable or satellite providers’ own apps.
  • Traditional linear broadcasts
  • Other VOD.

“Measurement of addressable (TV) had been limited to the addressable campaigns (alone),” FreeWheel’s data platform GM Claudio Marcus, in this video interview with Beet.TV.

“What’s new here is the ability to combine the addressable exposures with the linear exposures, perhaps with digital video exposures.

“Let’s say that we already knew that a household that was in our target had already been reached enough times with linear – well, then I wouldn’t necessarily want to target them with an addressable expression, because the CPM on an addressable impression is much higher.”

This video is part of a series of interviews conducted during Advertising Week New York, 2019.  This series is co-production of Beet.TV and Advertising Week.   The series is sponsored by Roundel, a Target company.  Please see more videos from Advertising Week right here