FreeWheel & NBCUniversal Announce Landmark Partnership to Automate & Optimize Linear Ad Decisioning Across All NBCU Properties
December 02 2020 - 10:00AM
Business Wire
FreeWheel’s AutoScheduler Technology is
bringing the best of digital to the best of TV, fully automating
NBCU’s linear TV ad scheduling process across all their
networks.
Today, FreeWheel, A Comcast Company (Nasdaq: CMCSA) announced a
breakthrough in linear/digital convergence: FreeWheel will be
leading ad decisioning across all NBCUniversal (NBCU) properties
using their new AutoScheduler technology. The new capabilities will
begin to transform the way that NBCU clients buy linear TV
advertising from the company, making the end-to-end process simpler
and laying the foundation for digital ad insertion (DAI) and full
linear/digital unification across the NBCU portfolio for campaign
execution and pacing.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20201202005095/en/
The AutoScheduler tool streamlines NBCU’s scheduling process by
analyzing ad breaks within linear campaigns, along with various
configurable business parameters, and automatically filling the
complete schedule. The tool brings market-leading technology to the
automatic placement of ads, dynamically placing spots across the
full roster of NBCU networks and enabling more efficient delivery
against a marketer’s target demographic.
“Our goal is to help marketers reach any audience at scale, on
any screen,” said Ryan McConville, EVP, Ad Platforms and
Operations, NBCUniversal. “With the same discipline and response
time as a digital ad server, the AutoScheduler technology will help
clients reach their target demos across linear with accuracy and
precision. The technology was built to align optimization
capabilities of a linear traffic log with a modern-day ad
server.”
In February, NBCU unveiled their new One Platform technology
solutions to give marketers the power to reach audiences across the
full NBCUniversal ecosystem, with data-informed impressions. By
partnering with FreeWheel, NBCU is doubling down on their mission
to create a simpler, more accessible ecosystem for all
advertisers.
“This partnership optimizes and simplifies the planning and
buying process like never before, laying the foundation for full
unification of linear and digital video – which has long been the
ultimate vision for our industry,” said Dave Clark, General
Manager, FreeWheel. “Our goal at FreeWheel is to reduce complexity
in the media landscape by more seamlessly connecting buyers and
sellers; with NBCU, we are truly transforming – by simplifying –
the way TV is bought and sold.”
Today’s news brings to life ongoing work that FreeWheel and NBCU
have been doing for many months and follows FreeWheel’s
announcement in 2019 that it had completed the first stage of a
technology unification initiative with NBCU to extend FreeWheel’s
ad decisioning capabilities to traditional TV inventory.
About FreeWheel
FreeWheel, A Comcast Company, empowers all segments of The New
TV Ecosystem. We are structured to provide the full breadth of
solutions the advertising industry needs to achieve their goals. We
provide the technology, data enablement, and convergent
marketplaces required to ensure buyers and sellers can transact
across all screens, across all data types, and all sales channels,
in order to ensure the ultimate goal – results for marketers.
With offices in New York, San Francisco, Chicago, London, Paris,
Beijing, and across the globe, FreeWheel, A Comcast Company, stands
to advocate for the entire industry through the FreeWheel Council
for Premium Video. For more information, please visit
freewheel.com, and follow us on Twitter and LinkedIn.
About NBCUniversal
NBCUniversal is one of the world’s leading media and
entertainment companies in the development, production, and
marketing of entertainment, news, and information to a global
audience. NBCUniversal owns and operates a valuable portfolio of
news and entertainment television networks, a premier motion
picture company, significant television production operations, a
leading television stations group, world-renowned theme parks, and
a suite of leading Internet-based businesses. NBCUniversal is a
subsidiary of Comcast Corporation. To learn more visit:
www.nbcuniversal.com.
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Media Contacts
FreeWheel Meredith Fitzgerald 215-970-8504
Meredith_Fitzgerald@comcast.com NBCUniversal Joe Benarroch,
212-664-3215 joe.benarroch@nbcuni.com
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