FreeWheel’s Integration of Beeswax Technology Represents Significant Milestone, Enabling Seamless Audience Extension and Inventory Management for Publishers
November 09 2021 - 11:00AM
Business Wire
FreeWheel’s vision to simplify TV buying and
selling comes closer to fruition with the availability of enhanced
programmatic buying features within its platform.
Integration comes less than nine months after
FreeWheel’s acquisition of Beeswax and will enable it to further
deliver for clients.
Today, FreeWheel announced that it has integrated a key set of
technologies into its platform to enable its clients to
programmatically acquire incremental inventory and extend audience
reach in one easy workflow. By integrating Beeswax bidding
capabilities into its supply technology, FreeWheel is investing in
the future of programmatic trading as a cornerstone of the
television marketplace.
The new integration will provide a way for media owners and
sellers who use FreeWheel’s publisher technology for management and
optimization of their own inventory to access additional premium TV
and video inventory directly through FreeWheel. By automating
campaign extension using advanced bidding algorithms, publishers
will be able to fulfill advertising campaigns across available
pools of inventory throughout the media ecosystem.
“When we acquired Beeswax earlier this year, we recognized that
its leading bidding technology could be used to improve the value
that our platform provides to our customers,” said Dave Clark,
General Manager, FreeWheel. “Now, with our recently completed
integration, this value proposition is real – a unified inventory
view, unified optimization, and unified measurement across
inventory sources and screens, within a single system. This
advancement will bring immediate, meaningful change to our
customers and the industry.”
With this integration, FreeWheel’s publisher customers will be
able to seamlessly deliver against both their own inventory and
third-party inventory with the same creatives, workflow, frequency
capping, budgeting, and pacing. With bidding technology built right
into the platform, users will have a unified view of all their
inventory sources and optimize campaigns for performance and
profitability.
“The advancements we have made with this integration address the
realities of the new TV ecosystem. As sellers look for heightened
capabilities to acquire and manage third-party inventory, the need
for enhanced connection has never been more important,” added
Clark. “Building technology that provides simpler, stronger
connections between ecosystem partners is the key to success in
today’s fragmented market. We believe this is the future of TV, and
this is a significant step in making it happen.”
FreeWheel is currently piloting this solution with select
customers with plans for a full rollout in early 2022. The pilot is
part of a multi-staged initiative as FreeWheel aims to bring
enhanced programmatic technology to premium advertisers and
publishers to connect multiple parts of the TV and video
advertising ecosystem.
About FreeWheel
FreeWheel 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 is a part of Comcast
Corporation, a global media and technology company. It 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.
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Meredith Fitzgerald 215-970-8504
meredith_fitzgerald@comcast.com
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