Brian 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 […]

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 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 […]

Comcast’s FreeWheel has new partnerships with Data Plus Math, Vizio’s Inscape data unit and Adobe to augment its attribution, consumer insights and programmatic offerings. In this interview with Beet.TV, FreeWheel Media’s Brian Wallach explains the three deals announced at the FreeWheel NOWFRONT event in Manhattan this week. FreeWheel is teaming with Data Plus Math and […]

ORLANDO—FreeWheel’s DRIVE is a new suite of advanced advertising solutions designed to provide the “missing link” to reaching OTT and VOD viewers: holistic measurement. By partnering with Nielsen and its Digital Ad Ratings (DAR), buyers can apply age and gender targeting and/or measurement and guarantees to advanced TV campaigns. “We’re trying to put this all […]

What’s the difference between bidding on real-time, digital advertising avails and addressable television inventory? Not much, thanks to aggregation and automation. While the national addressable TV footprint grows bigger with each passing year, many advertisers are making use of household targeting to hone in on specific audiences. And those capabilities are getting more sophisticated, as […]