Comcast’s FreeWheel is releasing a capability that unifies the way it handles decision making for TV commercials bought both directly through traditional media sales channels and via programmatic technology.

NBCUniversal, also owned by Comcast, and The Trade Desk, a large demand-side buying platform, have both signed up to use FreeWheel’s new unified decisioning.

In a statement from NBCUniversal: “We enable marketers to reach key audiences across all screens with one simple solution powered by our One Platform offering,” said Krishan Bhatia, Executive Vice President, Business Operations & Strategy, NBCUniversal Advertising & Partnerships. “By incorporating FreeWheel’s unified decisioning into One Platform, we’re now able to combine direct sold and programmatic capabilities into one, making it even easier for clients to access all of our premium video inventory in whatever way works best for their business while allowing us to continue to improve the consumer experience. Since first incorporating this FreeWheel capability into our platform, we’ve seen 170% growth in programmatic video revenue, and we believe there is significantly more growth to come.”

The solution has been in pilot since April 2019 with A+E.

For an overview of the product and its roadmap, we spoke with Geoff Wolinetz, Head of Sell-Side Revenue at FreeWheel.