FreeWheel, a global technology platform built for the streaming advertising industry, introduced new capabilities to its industry leading software that strengthen the connection between buyers and sellers to improve the entire ad-supported TV experience. New tools in the FreeWheel Streaming Hub include advanced platform customizations, improved data signals and optimized bidding. As the largest CTV marketplace, FreeWheel is focused on simplifying media buying to allow more advertisers to find their audiences across premium video.
“At FreeWheel, our goal is singular: how can we deliver positive business outcomes for our partners across the streaming ecosystem,” says 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 we have further streamlined and enhanced our offerings so more advertisers can connect with more premium publishers to deliver a thoughtful brand and viewing experience.”
Because the FreeWheel SSP is directly integrated into Streaming Hub, FreeWheel’s enhancements are growing the premium streaming marketplace and making it a more effective platform to connect advertisers and publishers. Another upgrade is dynamic floor pricing which gives additional flexibility to match advertisers with publishers while maintaining enhanced control and ensuring efficiency, transparency, and precise targeting for advertisers.
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“Roku offers the premium content that is crucial for advertisers,” says 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.”
While data-driven insights have become a critical component of TV advertising, discrepancies in quality have posed challenges for both buyers and sellers. Enacting standard signals across all content sources makes it easier for advertisers to find audiences, at scale, across platforms. When enriching these insights with Comcast data through the FreeWheel Identity Network, which integrates leading identity solutions with first-party identity data, FreeWheel is enabling efficient audience targeting that delivers 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 business 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.”
SOURCE: Businesswire