We need to bridge commerce and advertising more effectively
May 11, 2018, Videonet
Unifying direct-sold and programmatic demand sources, and bridging the gap between linear broadcast and digital simulcast ad management, are important steps on the FreeWheel roadmap as the company weaves together its heritage in multiscreen ad decisioning, direct sales, compliance and yield optimisation and the programmatic (private exchange, SSP) capabilities it acquired with StickyADS.tv in 2016. But as Thomas Bremond, General Manager, International at Comcast (which owns Freewheel) revealed recently, holistic advertising management is not the full vision, even for commercial broadcasters. His company is beginning to work more closely with another Comcast division, Comcast Technology Solutions, and that has opened the way to a more holistic approach to content monetisation in total.