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 […]

 

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 […]

 

FreeWheel’s Marcus On The Impact Of Creative In Cross-Screen Campaigns

One aspect of cross-screen video advertising attribution that will need to catch up with others is being able to determine the impact of different creative iterations. Some research suggests creative can account for as much as 70% of overall campaign performance, according to FreeWheel’s Claudio Marcus. Much of the in-depth studies that FreeWheel has done […]

 

FreeWheel’s Marcus On Using Voice Assistants To Understand Viewers

SAN FRANCISCO — These days, TV companies have a lot of new data sources with which to better understand viewer behaviour and with which to help advertisers better reach the right audiences. Could voice assistants like Alexa and Google Home be the next big technology to light up the data-collection opportunity? In this video interview […]