SSP’s Add Value to Premium TV Inventory: FreeWheel’s Mark McKee

Providers of premium TV programming have more ways to reach audiences who are spending more time watching video on connected devices like smart TVs and mobile phones. The growth of connected TV (CTV) has added another layer of complexity to the advertising marketplace. “Our focus has always been around premium TV, and how do we […]

NBCU Unlocks Its Full Inventory in Designated Local DMA’s with “Spot On,” Powered by FreeWheel

As cities and states enacted different lockdown policies during the pandemic, advertisers were challenged to customize their messaging for local media markets. At the same time, they were looking for scale within those local markets with their television advertising. “The pandemic reminded everyone that what works in New York might not work in Florida,” Shawn […]

FreeWheel Buying Beeswax to Enable Publisher Audience Extension

Comcast-owned FreeWheel is continuing to expand its buy-side offering by announcing its acquisition of Beeswax. Beeswax offers a “bidder-as-a-service“, a DSP-like ad-buying software that sits in buyers’ own clouds and uses a software-as-a-service pricing model. In this video interview with Beet.TV, FreeWheel general manager Dave Clark explains the rationale behind the acquisition, and how he […]

With AutoScheduler, FreeWheel Begins Powering Linear TV Ads: NBCU’s McConville

If you needed any more proof that digital video was merging with traditional TV, look no further than the latest announcement from Comcast. Last week, it announced that its FreeWheel ad serving tech unit had begun unifying its technology set, with a first stage meaning NBCUniversal now using FreeWheen’s dynamic ad decisioning capability to drive […]

FreeWheel Unifies Direct, Programmatic TV Buys

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 […]

Teamwork & Standards Needed For Advanced TV Scale: FreeWheel’s Clark

The technology isn’t the hard bit, the hard bit is getting everyone to use common standards. That is the growing refrain from advocates of advanced television advertising techniques like addressable targetability and frequency capping. They are witnessing a burgeoning set of technical capabilities, and a growing footprint of audiences with the devices to take advantage […]

Future TV Ads Are Converging: Amobee, FreeWheel, Zenith Execs Discuss

What is the future of TV advertising, now that buyers can deliver targeted campaigns to connected television devices, as well as to traditional linear audiences? That is what a panel of industry executives gathered to discuss at Beet Retreat In The City: Amobee – Philip Smolin, chief strategy officer FreeWheel – Joy Baer, president, FreeWheel […]

FreeWheel’s Rothwell Champions Ad-ID For Beating Fragmentation

FreeWheel and its premium-video advocacy group are putting their weight behind an initiative for the industry to adopt Ad-ID, in a bid to solve problems caused by media fragmentation. In this video interview with Beet.TV, James Rothwell, VP of global agency, brand and industry relations at Comcast Advertising, says the industry needs a universal ad ID to […]

Advanced TV Is Bringing Back Local Advertising: FreeWheel’s Wallach

Advanced TV doesn’t only concern the myriad streaming apps that are competing for customers’ attention. The industry’s shifts are changing the way traditional formats, like local television advertising, operate as well. According to Brian Wallach, svp and CRO of advanced TV at FreeWheel, which is owned by Comcast, local TV used to be the black […]

New TV Value Chain Must Play As A Team To Reach Scale: FreeWheel’s Baer

In a confusing sea of a hundred “point solutions”, you could forgive a client for ending up asking “what’s the point?” Case in point – the emerging world of connected TV offers huge potential for precision targeting, even marrying up that process with traditional linear TV buying. One of the leading technology suppliers helping deliver […]

Advanced Advertising on Linear TV Coming Into Focus, FreeWheel’s Dave Clark

While systems for advance targeting ads to individuals and groups have been well established  for digital video, these solutions are becoming increasingly attainable for linear television programming.  This emerging sector will be on of the main topics of a half-day Beet.TV event on October 22 hosted by Publicis Media and sponsored by FreeWheel and LiveRamp.  […]

FreeWheel’s Discovery Deal, Explained By GM Marcus

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 […]

‘Just Say Yes’?: TVSquared, NCC, FreeWheel Execs Debate Attribution Inertia

The emerging future in which software can measure all TV viewing and link viewers’ consequential outcomes back to ad exposures is coming in to view. But is full attribution really available today – or is it just a mirage? In a spicy panel at Beet Retreat in the City, “We’re Going Local!”, a trio of […]

Audience Means Outcome: FreeWheel’s Wallach

As TV advertisers start demanding to buy ads from which they can expect real business outcomes like sales, how can vendors in the chain best deliver? Attribution technology is rising in prominence, as programmers seek ways to show agencies the effectiveness of new-wave, data-fuelled advanced TV ads. But an executive at the center of the […]

FreeWheel’s Marcus: How Smart TV’s Complement Cable Box Viewing Data

When you co-mingle television-viewing data from set-top cable boxes with data from smart TV’s, you get closer to tracking fragmented consumption. But what complicates measurement of IP-delivered video content is an understanding of what IP-connected devices are actually associated with people in a given household. That’s a person-level frontier that FreeWheel plans to tackle, according […]

Tracking Incremental Reach Expands With ACR Data: FreeWheel’s Wallach

FreeWheel’s already formidable footprint in tracking video viewing across screens got a boost when it began to factor in smart-TV data from Inscape. And with TVSquared as a partner, campaign attribution and optimization can happen much sooner than has traditionally been the case. “From a measurement perspective and understanding viewership and consumption, we are partnering […]

Identity Resolution Needed To Enable Data-Driven TV: FreeWheel’s Manningham

Coming in to view, the new world of using audience data to precision-target connected TV advertisements depends on a solid understanding of who those consumers really are. But do marketers have what they need to succeed in this new world? “Identity is really at the center of data-driven TV,” says Jason Manningham, General Manager of […]

Hearst Television Integrates With FreeWheel Monetization And Revenue Management Platform

Hearst Television’s Hearst Anyscreen OTT offering is adding scale through an integration with FreeWheel’s Monetization and Revenue Management platform. It’s a first step toward also enhancing the value of its local broadcast inventory. “They’ll be putting demand into our marketplace and doing audience extension to find their audiences on other premium content in service of […]