A+E Networks Joins FreeWheel’s FourFronts Programmatic Pilot
NEW YORK, March 4, 2015—FreeWheel announced today that A+E Networks is the latest premium publisher to join the FourFronts programmatic pilot. The pilot makes it possible for both the advertisers and publishers to plan and reserve digital video inventory in advance against proprietary data.
“In addition to creating value for advertisers, A+E is using this to set a precedent for how premium digital video inventory should be transacted and reserved through programmatic channels,” said Jason DeMarco, Director, Yield Optimization, A+E Networks. “By placing the focus of programmatic on the use of automation while applying data, it is now possible to ensure shared value and risk to both sides.”
The FourFronts programmatic pilot program enables matching of data in a protected ‘data escrow’ environment, allowing publishers to forecast and reserve against it. Publishers now are able to respond to buyers requests for audience targeted campaigns while maintaining control of their inventory and protecting their current sales channel and rates.
“Our goal is to provide solutions to the industry that maintain the fundamentals that matter most to the premium video market regardless of the screen or device where the content is viewed,” said James Rooke, General Manager, Business Solutions, FreeWheel. “This includes the ability for both buyers and sellers to budget and plan in advance against specific audiences, a critical need in a world of scarce premium video, while still ensuring the proper inventory and data protections are in place.”
The pilot has gained notable traction in the US, with partners such as Allstate, IPG Mediabrands, and Haworth Marketing & Media taking part to pilot the trading of digital TV ads on a reserved programmatic basis by leveraging FourFronts programmatic’s DSP partners TubeMogul and Adap.tv, which provide the technology to facilitate the execution of deals made between publisher and advertiser.
FreeWheel, an independent subsidiary of Comcast, 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 AOL, Inc., BSkyB, DIRECTV, Discovery, ESPN, NBCUniversal, Turner Broadcasting System, and Viacom, Inc. to profitably monetize their professional content on desktop, mobile, OTT, and traditional STB devices.