FreeWheel, a global technology platform designed for the streaming advertising industry, has launched new tools within its Streaming Hub to further strengthen the connection between buyers and sellers. These enhancements aim to improve the entire ad-supported TV experience by offering advanced platform customizations, enhanced data signals, and optimized bidding strategies. As the largest CTV marketplace, FreeWheel is committed to simplifying the media buying process, making it easier for advertisers to reach their target audiences across premium video content.
“At FreeWheel, our goal is singular: how can we deliver positive business outcomes for our partners across the streaming ecosystem,” said Mark McKee, General Manager at FreeWheel. “It’s why we integrated our programmatic and direct capabilities more than half a decade ago, and why today we are sharing that we’ve further streamlined and enhanced our offerings so more advertisers can connect with more premium publishers to deliver a thoughtful brand and viewing experience.”
With FreeWheel’s SSP (Supply-Side Platform) directly integrated into the Streaming Hub, these enhancements are expanding the premium streaming marketplace, making it a more efficient platform to connect advertisers with publishers. One key upgrade is dynamic floor pricing, which offers greater flexibility in matching advertisers with publishers while ensuring control, efficiency, transparency, and precise targeting for advertisers.
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“Roku offers the premium content that is crucial for advertisers,” said Miles Fisher, Senior Director, Strategic Advertising Partnerships at Roku. “We strive to meet buyers where they want to transact, and our partnership with FreeWheel makes it even easier for them to work with us.”
In today’s TV advertising landscape, data-driven insights are essential, but discrepancies in data quality have posed challenges for both buyers and sellers. By enacting standard signals across all content sources, FreeWheel enables advertisers to more easily find audiences at scale, across platforms. When these insights are enriched with Comcast data through the FreeWheel Identity Network, which integrates leading identity solutions with first-party identity data, it significantly enhances audience targeting capabilities, driving more demand back to publishers.
“Spectrum Reach’s integration with FreeWheel makes it even easier for programmatic buyers to access our premium inventory at scale within their preferred demand-side platform,” said Rob Klippel, Senior Vice President of Product, Technology, and Operations at Spectrum Reach, the advertising sales division of Charter Communications. “Powered by our privacy-focused, addressable data and unmatched household reach, advertisers can effectively connect with potential customers and drive real results.”
FreeWheel’s enhanced capabilities within their Streaming Hub also support more precise audience targeting while maximizing efficiencies across DIRECTV’s premium inventory.
“FreeWheel’s enhanced capabilities within their Streaming Hub allow us to deliver more precise audience targeting while maximizing efficiencies across DIRECTV’s premium inventory,” said Matt Van Houten, SVP, Product, Operations, and Business Development at DIRECTV Advertising. “We’re particularly excited about how these improvements will help us continue to connect advertisers to engaged viewers across our platform, creating a more seamless advertising experience for viewers and marketers alike.”
As live events, particularly sports, continue to grow in prominence within the streaming universe, FreeWheel is investing in the necessary tools to ensure seamless ad experiences during high-traffic moments. These tools offer features such as adjusted campaign pacing, anticipation of viewership surges, and expanded advertiser diversity, enabling both publishers and brands to enhance the viewer experience with tailored advertising offerings.
“Live sports continue to be one of the most powerful draws in streaming, due to audience loyalty and high engagement rates,” said Keith Kazerman, President of Streaming at Locality. “With FreeWheel, we’re creating new pathways for local advertisers to access premium, addressable live sports inventory that has traditionally been out of reach.”