SAN JUAN, PR – FreeWheel, the adtech platform owned by Comcast Corp., introduced for the 2024 upfront and NewFront season a tool to help marketers manage their ad spend among different media channels. Called Allocation Module, it also provides publishers with a holistic view of spending against upfront commitments.
“In the last few years, a lot of the upfronts have actually migrated into programmatic guaranteed, and to some degree, biddable,” Jon Mansell, vice president and U.S. head of demand at Comcast’s FreeWheel, said in this interview at the Beet Retreat San Juan with Beet.TV contributor Rob Williams.
“Allocation Module is a new product that FreeWheel’s released to try to help the transition into the biddable side of things,” Mansell said. “What that means is you have an upfront budget, it’s a fixed budget, but when you’re acting in real time and bidding into an ecosystem, you want to have publisher yield teams feel a sense of confidence that budget is going to deliver in full.”
Amid the shift from traditional insertion orders to various kinds of programmatic deals, publishers want to ensure that they’re maximizing the value of their inventories.
“Publisher yield teams, rightfully so, like to have predictability in filling all of the impressions they have available,” Mansell said. “If you introduce a biddable model, you lower the confidence that you’re going to actually get every impression delivered in full, and so, Allocation Module’s trying to get biddable into the same level of predictability for yield teams as those traditional direct IO and programmatic guaranteed ways do.”
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