TEGNA Extends Multi-Faceted Partnership with FreeWheel
January 07 2021 - 6:00AM
Business Wire
Partnership enables enhanced, automated
access for media buyers to Premion’s CTV/OTT ad platform.
Today, TEGNA, Inc. (NYSE: TGNA) and FreeWheel, a Comcast Company
(Nasdaq: CMCSA), announced a new multi-year deal to further
transform and automate the way TEGNA’s buyers and sellers transact,
including through CTV/OTT advertising platform Premion.
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the full release here:
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Under the terms of the deal, TEGNA will continue working with
FreeWheel to help enhance business operations in several different
ways, including using FreeWheel’s Strata platform to process
electronic orders through ePort, an automated platform that enables
purchasing ads from local television stations. TEGNA currently
connects with agencies through FreeWheel’s ePort platform, enabling
its sellers to receive electronic orders from buyers, send
makegoods back to the buying platform, and receive revisions
electronically.
Premion, an industry-leading CTV/OTT advertising platform for
regional and local advertisers, will continue to use FreeWheel’s
Strata ad management platform to enable more than 1100 agencies
access to Premion’s video inventory from 125+ premium publishers.
FreeWheel’s marketplace-based technology enables Premion to further
enhance its advertising operations, facilitate automation, and
increase agency access to its OTT inventory.
The companies have also committed to continuing their joint
innovation initiatives, with a specific focus on working on new
marketplace-based technology to enhance programmatic transactions
and inventory acquisition.
“The media industry has transformed over the past decade, and
through our partnership with FreeWheel, we continue to show our
customers that we are an industry leader,” said Kurt Rao, chief
technology officer, TEGNA. “Agencies are relying on automation more
than ever. With FreeWheel, we are able to process orders more
quickly and more efficiently for our agency partners across our
marketing and advertising solutions, including Premion.”
“Advertisers are seeking efficiencies and simplicity in the
planning and buying of CTV/OTT campaigns and our FreeWheel
partnership facilitates the automation of buyer workflows," said
Tom Cox, president of Premion. "We look forward to strengthening
this relationship to provide brands and marketers with more
convenience, control, and broader access to Premion’s premium OTT
inventory via the FreeWheel Agency platform.”
“At FreeWheel, we pride ourselves on our ability to build more
efficient and streamlined connections between buyers and sellers,”
said Ian Banks, business development manager, FreeWheel. “Through
our partnership, TEGNA and Premion are able to offer clients a
completely automated and efficient experience from start to finish
– including advanced capabilities like data-focused solutions. This
is the future of our industry.”
About TEGNA
TEGNA Inc. (NYSE: TGNA) is an innovative media company that
serves the greater good of our communities. Across platforms, TEGNA
tells empowering stories, conducts impactful investigations and
delivers innovative marketing solutions. With 64 television
stations in 51 U.S. markets, TEGNA is the largest owner of top 4
network affiliates in the top 25 markets among independent station
groups, reaching approximately 39 percent of all television
households nationwide. TEGNA also owns leading multicast networks
True Crime Network and Quest. TEGNA Marketing Solutions (TMS)
offers innovative solutions to help businesses reach consumers
across television, digital and over-the-top (OTT) platforms,
including Premion, TEGNA’s OTT advertising service. For more
information, visit www.TEGNA.com.
About FreeWheel
FreeWheel, A Comcast Company, empowers all segments of The New
TV Ecosystem. We are structured to provide the full breadth of
solutions the advertising industry needs to achieve their goals. We
provide the technology, data enablement, and convergent
marketplaces required to ensure buyers and sellers can transact
across all screens, across all data types, and all sales channels,
in order to ensure the ultimate goal – results for marketers.
With offices in New York, San Francisco, Chicago, London, Paris,
Beijing, and across the globe, FreeWheel, A Comcast Company, stands
to advocate for the entire industry through the FreeWheel Council
for Premium Video. For more information, please visit
freewheel.com, and follow us on Twitter and LinkedIn.
About Premion
Launched in 2016 by TEGNA Inc., Premion is an industry-leading
premium CTV/OTT advertising platform for regional and local
advertisers. Gray Television Inc. (NYSE: GTN) acquired a minority
stake in Premion in 2020. With directly-sources inventory from 125+
premium publishers, Premion delivers transparency and brand safety,
making it easy for advertisers to target and reach engaged
audiences at scale. For more information, visit:
www.premion.com.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20210107005257/en/
TEGNA & Premion: Anne Bentley 703-873-6266
abentley@tegna.com FreeWheel: Meredith Fitzgerald 215-970-8504
Meredith_Fitzgerald@comcast.com
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