Direct Agents, a leading independent growth and performance marketing agency, has announced a strategic partnership with FreeWheel, a global technology platform serving the television advertising industry. This collaboration introduces a powerful in-house programmatic Connected TV (CTV) solution designed to deliver highly customized, performance-focused campaigns across premium CTV inventory.
The alliance comes at a time when programmatic advertising is experiencing unprecedented growth, with the global market projected to hit $2.753 trillion by 2030, expanding at a CAGR of 22.8%. By integrating FreeWheel’s cutting-edge demand-side platform (DSP) into its offerings, Direct Agents can now give clients access to advanced, data-driven strategies that seamlessly adapt to diverse goals—from driving e-commerce conversions to boosting app engagement and increasing in-store traffic.
“Programmatic advertising has evolved far beyond display campaigns to encompass the entire digital ecosystem,” said Corey Levine, VP of Integrated Media at Direct Agents. “Our partnership with FreeWheel gives us a world-class DSP foundation to deliver sophisticated targeting and optimization across all channels, with Connected TV representing a particular competitive advantage through Comcast’s premium inventory access.”
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“Brands are embracing TV as more than just a tool for awareness but a full funnel platform driving real business outcomes for advertisers,” says Eric Davis, Head of Independents and Political, Programmatic Demand at FreeWheel. “This partnership exemplifies how FreeWheel and agencies can work together to provide the most sophisticated solutions that drive impact in today’s crowded media landscape.”
With FreeWheel’s DSP, Direct Agents can deploy custom algorithms tailored to each client’s performance objectives and audience segments—offering a level of precision and personalization beyond traditional programmatic solutions. This includes access to Comcast’s extensive advertising network, as well as premium targeting capabilities across display, video, and mobile inventory through real-time bidding and private marketplace deals.
The new CTV programmatic offering is available immediately to Direct Agents’ clients. Marketers can leverage real-time optimization, cross-device tracking, and in-depth analytics to measure ROI, refine campaigns, and scale success across every digital channel.