In April 2019, FreeWheel announced its partnership with A&E Network. Through this partnership, A&E Networks will work with FreeWheel to unify demand across its direct sold and programmatic ad buyers. Here’s a roundup of the press coverage for this announcement:
A+E Networks said Wednesday that it will work with Comcast-owned FreeWheel to unify demand across its direct sold and programmatic ad buyers. When viewers stream shows via an OTT device, phone or computer, A+E has to balance programmatic bids with direct sold buys sold through cable channels, like A&E, History and Viceland, said Jason DeMarco, the network’s VP of programmatic and audience solutions.
Comcast-owned FreeWheel has worked with broadcast company A+E to give it a “unified ad decisioning engine”, uniting the previously separate tools which handled: management and scheduling of direct-sold ad inventory and management of programmatic demand through a supply-side platform. FreeWheel says that historic separation has led to “pricing conflicts, TV-compliance issues and negative user experience impacts”. But the unified system “allows A+E Networks to holistically consider the full pool of demand, including direct sold buys, and optimize across all business rules and requirements”.
Today, FreeWheel, A Comcast Company (Nasdaq: CMCSA), announced its partnership with A+E Networks, a global content company comprised of some of the most popular and culturally relevant brands in media including A&E®, Lifetime® and HISTORY®, to pilot their unified ad decisioning engine that will allow buyers and sellers to seamlessly transact across both direct sold and programmatic, marketplace-generated advertising demand.
Comcast-owned FreeWheel and A+E Networks, home of channels including A&E and Lifetime, today announced plans to pilot a unified ad decisioning engine. The trials are looking to alleviate the need for separate tech platforms for managing a publisher’s direct sold inventory and for a supply-side platform to handle programmatic demand from open exchanges and demand-side platforms. The companies said that having two sales channels can result in pricing conflicts, TV-compliance issues and negative user experience impacts.
A+E Enlists FreeWheel to Reconcile Programmatic and Direct-Sold Ad Buys
Multichannel News, by Daniel Frankel
A+E Networks has contracted with Comcast-owned advanced advertising unit FreeWheel to unify the decisioning engine behind its linear direct-buy and programmatic inventories. Typically, when a viewer streams a show on an A+E channel like Lifetime or History, the “publisher” (A+E) has to balance programmatic bids with buys conducted directly through the individual cable networks.
FreeWheel, A+E pilot unified ad decisioning engine
Aiming to allow buyers and sellers to transact across both direct sold and programmatic, marketplace-generated advertising demand, ad tech firm FreeWheel is partnering with A+E Networks to trail a unified video ad management platform. The new technology is designed to obviate the need for video publishers to use separate platforms to manage and schedule its direct sold inventory, and another tech platform, or an SSP, to manage programmatic demand from open exchanges and DSPs.
FreeWheel, A+E Networks to test unified ad management platform
S&P Global Market Intelligence, by Haseeb Ali
Comcast Corp.’s FreeWheel Media Inc. teamed up with A+E Networks to test a unified ad management platform.The new platform will allow buyers and sellers to transact across direct sold and programmatic, marketplace-generated advertising demand, the company said April 17. FreeWheel plans to expand its unified programmatic pilot program to other clients throughout 2019. A+E Networks is a joint venture of Walt Disney Co.’s Disney-ABC Television Group and Hearst Corp.
FreeWheel this week announced a partnership with A+E Networks to pilot their unified ad decisioning engine that will allow buyers and sellers to transact across both direct sold and programmatic, marketplace-generated advertising demand. A+E Networks is a global content company with media including A&E, Lifetime, and HISTORY.
Comcast’s FreeWheel and A+E Networks are partnering up to pilot a unified ad decisioning engine. The tech aims to let buyers and sellers transact across both direct sold and programmatic advertising demand. A+E Nets is one of the first media companies to embrace programmatic platforms to offer greater addressability and accessibility to advertisers, and FreeWheel plans to expand its unified programmatic pilot program to other clients throughout the year.