FreeWheel, a global leader in streaming advertising technology, has announced new capabilities for its industry-leading software. These updates enhance the FreeWheel Streaming Hub, offering advanced platform customizations, improved data signals, and optimized bidding. The aim is to strengthen connections between buyers and sellers, improving the ad-supported TV experience, and making it easier for advertisers to target audiences across premium video content.
- FreeWheel’s Focus on Streamlining Media Buying:
- FreeWheel’s goal is to deliver positive business outcomes for partners in the streaming ecosystem. The platform continues to evolve with new features that make it easier for advertisers to connect with premium publishers, enhancing the brand and viewing experience.
- The integration of programmatic and direct capabilities, which FreeWheel introduced over five years ago, is a key part of this continuous evolution.
- Upgrades in FreeWheel Streaming Hub:
- Dynamic Floor Pricing: A new feature that allows advertisers more flexibility in matching with publishers, ensuring enhanced control, efficiency, and precision in targeting.
- Advanced Platform Customizations and Improved Data Signals: These updates streamline the advertising process, allowing for more effective and scalable audience targeting.
- Enhanced Integration with Partners:
- Roku Partnership: Roku offers premium content essential for advertisers. With FreeWheel’s integration, it becomes even easier for advertisers to work with Roku, offering seamless transactions and reaching the right audiences.
- Spectrum Reach Partnership: Through FreeWheel’s integration, programmatic buyers can access Spectrum Reach’s premium inventory at scale, using privacy-focused, addressable data for effective customer connections.
- DIRECTV Advertising Collaboration: FreeWheel’s enhanced capabilities improve audience targeting, helping advertisers engage with viewers across DIRECTV’s premium inventory while maximizing campaign efficiency.
- Improved Audience Targeting Across Platforms:
- FreeWheel’s integration with Comcast data through the FreeWheel Identity Network enables more efficient audience targeting. Standard signals across all content sources ensure that advertisers can find audiences at scale, across various platforms.
- The integration enhances targeting precision, enabling advertisers to connect with customers more effectively, while publishers benefit from increased demand.
- Investment in Live Event Advertising:
- FreeWheel is focusing on tools to enhance the ad experience during high-pressure live events, like sports. Features like adjusted campaign pacing, viewership surge anticipation, and expanded advertiser diversity ensure a seamless experience for both publishers and brands.
With these enhancements, FreeWheel continues to drive innovation in the streaming advertising space. Its new tools in the FreeWheel Streaming Hub improve the efficiency and effectiveness of ad-supported TV, offering advertisers greater targeting capabilities, seamless integrations with partners, and enhanced control over campaigns. By investing in the future of live event advertising and simplifying media buying, FreeWheel is solidifying its position as a leader in the industry.
