FreeWheel’s Emily Bromley: Creators, Commerce, And Live Sports All Meet In Premium CTV
AMENIA, NY — FreeWheel is aiming to sit at the center of CTV’s absorption of three of the moment’s main drivers of marketing and media growth. But that goal is not without challenges. Still, the streaming video ad platform feels it’s been preparing for this triumvirate for years.
“Creators, commerce, and live sports all have one thing in common right now, and that is premium CTV. It’s where the action is, and that’s where FreeWheel sits,” Emily Bromley, VP of Global Growth and Strategic Accounts at FreeWheel, told Beet.TV contributor David Kaplan at Beet Retreat Berkshires. “Our tagline is to make ‘CTV easy to buy and sell.’”
That mission spans three distinct but increasingly interrelated opportunities that Bromley sees reshaping how brands access premium video audiences.
Creators go programmatic
Top global creators have evolved into what Bromley calls new-age production studios, with professionally produced content spanning blogs, podcasts, recipes, and games distributed across platforms beyond traditional walled gardens.
“Brands and advertisers are looking to monetize or have access to those high-value audiences in new ways,” Bromley said. “That’s really where FreeWheel unifies the space, maximizes the opportunity for both the creator and the brand.”
CTV native opens new inventory
FreeWheel has helped develop programmatic specs for CTV native home screen formats through IAB collaboration, democratizing access to inventory that previously required direct sales relationships.
The format goes beyond standard 15 and 30-second spots, enabling sequential storytelling that reaches viewers in discovery mode before following them into the commercial break.
“CTV native goes beyond the traditional ad in CTV. It enables sequential advertising in a contextual environment that captures a viewer perhaps at a different stage, when they’re in discovery mode,” Bromley said.
Commerce data meets the point of sale
FreeWheel functions as what Bromley describes as the point of sale for CTV advertising, pairing ad delivery data with commerce signals to help brands hit measurable purchase outcomes.
“In the CTV ecosystem, FreeWheel is the point of sale for advertising, for that CTV ad delivered to that viewer watching that show at that moment in time. That pairs very nicely with commerce data to empower those campaigns to hit the KPIs that brands and advertisers are looking for,” Bromley said.
No do-overs in live sports
Live sports remains one of the last remaining CTV opportunities to capture large audiences at genuine scale, combining emotional sentiment and cultural resonance that commands premium investment from both publishers and advertisers. And advertisers have just one chance to get their messaging right.
“Live sports is one of the last few remaining opportunities for brands and marketers in CTV to capture large audiences at scale for that very valuable, unique moment in time. The execution for that has to be flawless,” Bromley said.
You’re watching coverage from Beet Retreat Berkshires 2026. For more videos from this event, please visit this page.
AMENIA, NY — FreeWheel is aiming to sit at the center of CTV’s absorption of three of the moment’s main drivers of marketing and media growth. But that goal is not without challenges. Still, the streaming video ad platform feels it’s been preparing for this triumvirate for years.
“Creators, commerce, and live sports all have one thing in common right now, and that is premium CTV. It’s where the action is, and that’s where FreeWheel sits,” Emily Bromley, VP of Global Growth and Strategic Accounts at FreeWheel, told Beet.TV contributor David Kaplan at Beet Retreat Berkshires. “Our tagline is to make ‘CTV easy to buy and sell.’”
That mission spans three distinct but increasingly interrelated opportunities that Bromley sees reshaping how brands access premium video audiences.
Creators go programmatic
Top global creators have evolved into what Bromley calls new-age production studios, with professionally produced content spanning blogs, podcasts, recipes, and games distributed across platforms beyond traditional walled gardens.
“Brands and advertisers are looking to monetize or have access to those high-value audiences in new ways,” Bromley said. “That’s really where FreeWheel unifies the space, maximizes the opportunity for both the creator and the brand.”
CTV native opens new inventory
FreeWheel has helped develop programmatic specs for CTV native home screen formats through IAB collaboration, democratizing access to inventory that previously required direct sales relationships.
The format goes beyond standard 15 and 30-second spots, enabling sequential storytelling that reaches viewers in discovery mode before following them into the commercial break.
“CTV native goes beyond the traditional ad in CTV. It enables sequential advertising in a contextual environment that captures a viewer perhaps at a different stage, when they’re in discovery mode,” Bromley said.
Commerce data meets the point of sale
FreeWheel functions as what Bromley describes as the point of sale for CTV advertising, pairing ad delivery data with commerce signals to help brands hit measurable purchase outcomes.
“In the CTV ecosystem, FreeWheel is the point of sale for advertising, for that CTV ad delivered to that viewer watching that show at that moment in time. That pairs very nicely with commerce data to empower those campaigns to hit the KPIs that brands and advertisers are looking for,” Bromley said.
No do-overs in live sports
Live sports remains one of the last remaining CTV opportunities to capture large audiences at genuine scale, combining emotional sentiment and cultural resonance that commands premium investment from both publishers and advertisers. And advertisers have just one chance to get their messaging right.
“Live sports is one of the last few remaining opportunities for brands and marketers in CTV to capture large audiences at scale for that very valuable, unique moment in time. The execution for that has to be flawless,” Bromley said.
You’re watching coverage from Beet Retreat Berkshires 2026. For more videos from this event, please visit this page.
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