In May 2019, FreeWheel launched new over-the-top programmatic video buying capabilities for the media agencies and advertisers using its Strata system. Here’s a roundup of the press coverage for this announcement:
In the latest example of companies building the infrastructure to bridge traditional TV advertising into the digital realm, Comcast’s ad tech arm FreeWheel has created a digital video marketplace for advertisers, especially local TV buyers, to extend their linear TV campaigns to run across connected TVs, websites and mobile apps.
Buying OTT inventory can be a headache—but FreeWheel is here to help. Today, the Comcast-owned company announced a new roster of tools to simplify the OTT buying process for the 1,200-plus agency partners using its advertising platform. Specifically, explained Judd Rubin, svp of revenue and marketing for FreeWheel Advertisers, this means offering three new “tiers” for the partners looking to buy OTT inventory through the FreeWheel marketplace, which will offer rosters of inventory covering different slices of the CTV, OTT and digital landscape.
Comcast’s FreeWheel said it has launched new over-the-top programmatic video buying capabilities for the media agencies and advertisers using its Strata system. FreeWheel Advertisers executes the buys through an integration with Simpli.fi, a DSP purpose-built to meet the complexities of localized campaigns. This integration makes it easy for Strata users to buy OTT programmatically, similar to the way they buy digital media, FreeWheel said.
FreeWheel rolls out programmatic OTT for U.S. local TV buyers
Rapid TV News, by Joseph O’Halloran
Aiming to remove what it believes are the common barriers to buying premium over-the-top video, the FreeWheel Advertisers division has launched new OTT buying capabilities for agencies and advertisers. The move facilitates end-to-end automated buying within its Strata platform and the network of 1,200-plus agencies using the platform can now access programmatically the full OTT marketplace through exchanges and direct premium publisher integrations.
FreeWheel to launch programmatic OTT offering for local TV buyers
Digital TV Europe, by Jonathan Easton
Comcast-owned FreeWheel has announced the launch of new OTT buying capabilities for agencies and advertisers. FreeWheel Advertisers’ network of 1,200-plus agencies using the Strata platform can now programmatically access the full OTT marketplace through exchanges and direct premium publisher integrations.