Adap.tv and FreeWheel to Partner on FourFronts Programmatic Pilot
Leading Media Companies, Including Optimedia, MAGNA GLOBAL and Starcom MediaVest, Plan to Come Together to Validate Programmatic Technologies—Create Value for Media Buyers and Sellers
NEW YORK, NY, May 29, 2014 – FreeWheel and Adap.tv have announced plans for the integration of Adap.tv’s programmatic reserved technology into FreeWheel’s FourFronts marketplace, enabling advertisers to purchase premium digital television from publishers using proprietary data, while enhancing the value of premium inventory and maintaining the integrity of TV ad compliance.
The planned integration will enable Adap.tv and FreeWheel clients to begin testing, through a pilot program announced earlier this month, an audience reserved transaction model that enables buyers to use their own proprietary audience data to buy premium inventory on a reserved basis, in “upfront-like” aggregate deals from premium publishers. Adap.tv anticipates that Optimedia, MAGNA GLOBAL and Starcom MediaVest Group will participate in the pilot program.
“In September 2013, AOL, with other leaders in digital advertising, committed to simplifying and streamlining the buying and selling processes of premium digital advertising, including placing AOL reserved display and mobile inventory into its programmatic offering,” said Teg Grenager, Chief Product Officer and Co-Founder of Adap.tv, a division of AOL Platforms. “The goal of this pilot program is to extend that commitment by bringing all of the key stakeholders together to test, learn and move the industry forward toward the inevitable multi-channel, data-driven world of TV, as well as enhancing the business models underpinning it.”
Audience reserved allows publishers to respond to buyers requests for audience targeted campaigns, while easily forecasting and properly managing their inventory and protecting their current sales channel and rates. Programmatic buying of audiences in a reserved fashion has not been possible in video for two reasons: advertisers don’t want to share the valuable consumer data, and publishers don’t want to place their premium inventory into real-time bidding environments.
The audience reservation solution developed for this pilot program solves these issues by placing the data in a protected “data escrow” environment, and allows publishers to forecast and reserve against it. Through this process, publishers are able to respond to buyers requests for audience targeted campaigns, while easily and properly managing their inventory and protecting their current sales channel and rates.
“Audience fragmentation has necessitated a more data-driven approach to the buying process to capture greater value for our clients,” said Karyn Johnson, SVP, Digital Director West, Optimedia. “This unprecedented collaboration with Adap.tv and FreeWheel is a logical next step for automation to begin streamlining, simplifying and unifying media buys in premium video across all channels.”
“The full power of programmatic buying comes to life when we’re able to apply the best audience targeting and digital practices to premium publishers, delivering real-time value for our clients,” said Todd Gordon, EVP, Head of US Investment, MAGNA GLOBAL. “We look forward to working with Adap.tv and FreeWheel to test, improve and scale this solution across the broader media landscape.”
“The pilot is the first step in ensuring scalable value for both buyers and sellers in today’s evolving, unified television advertising marketplace,” said Jon Heller, Co-Founder & Co-CEO, FreeWheel. “FreeWheel is thrilled that leading media companies are coming together to define the rules of engagement and set a precedent on how to transact programmatically using data and automation at scale, on reserved premium media buys.”
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FreeWheel helps the largest players in the television industry generate revenue from their ad-supported content through a robust technology platform for ad management and monetization, a private marketplace for premium television inventory, and advisory services. FreeWheel’s solutions are used by companies like ABC, AOL, Inc., DIRECTV, ESPN, NBCUniversal, BSkyB, Turner Broadcasting System, and Viacom, Inc. to profitably monetize their professional content on desktop, mobile, OTT, and traditional STB devices