FreeWheel Releases Next Generation, Cross-Platform Addressable Technology to Unify Linear TV and Digital Video Advertising
April 14 2021 - 11:00AM
Business Wire
New technology allows sellers to dynamically
“split” impressions from a single linear TV spot in real time
across multiple advertisers, improving efficiency and opening up
scale for advertisers.
Comcast and Charter Communications currently
piloting tech to deliver addressable, cross-platform, deduplicated
reach to advertisers across linear TV and digital.
Today, FreeWheel, a Comcast Company, announced a significant
milestone in digital and linear TV convergence: the rollout of a
new technology that allows sellers to deliver video advertising,
using aggregated and de-identified data, on an addressable basis
across platforms from a central decisioning platform. Through this
solution, a single linear TV advertising avail can be utilized by
different advertisers, a form of advertising known as audience
addressable. The technology is currently being piloted by Comcast
and Charter Communications to enable cross-platform, deduplicated
addressable advertising.
FreeWheel’s audience addressable technology is an important
innovation for both FreeWheel and the industry as a whole. This
release marks the first time a company has been able to offer true,
multiplatform, addressable audience targeting across all screens,
including linear TV, using FreeWheel technology.
“At FreeWheel, we’re dedicated to making the TV buying process
simpler, and in many cases, that means making it more like buying
digital,” said Dave Clark, General Manager, FreeWheel. “This is a
true addressable linear solution that makes TV advertising more
targetable and more measurable, while simultaneously opening up the
scale of available addressable impressions. This capability will
change the way both sellers and buyers approach integrated TV and
video advertising.”
FreeWheel’s new technology allows advertisers to execute
audience-level addressable targeting on a traditional linear (QAM)
set-top box using real-time ad decisioning and consistent with
privacy obligations, opening up a broader range of available
impressions. Previously, addressable TV campaigns would only use a
portion of targeted impressions from a given ad avail; the
remainder would generally be used for promotional spots, PSAs, or
direct response advertising. Or, in some cases, if the unused
impressions fit the desired criteria, they could be scheduled for
another advertiser. With this new audience addressable solution,
the addressable campaign is executed from one platform with a
single unified decisioning engine—FreeWheel’s MRM platform—that can
make the most informed ad decision for an advertiser’s business,
taking into account yield and business rules.
“This new solution delivers addressable, cross-platform
campaigns on both digital and linear screens, fulfilling true video
unification,” said David Kline, Executive Vice President at Charter
Communications, and President of Spectrum Reach. “It’s what TV
buyers and sellers alike have been striving for over the past
several years, and now it’s here.”
For inventory owners like Comcast and Charter, FreeWheel’s
addressable technology provides the ability to deliver deduplicated
reach to advertisers and opens up additional impressions for
possible use in other addressable campaigns, a benefit when
targeting specific audience segments. For advertisers, this
improves their ability to reach more customized audiences and
measure overall performance results for their cross-platform TV and
video campaigns.
“This solution will enhance our ability to deliver target
audiences in a more unified fashion across linear and streaming
TV,” said James Rooke, General Manager, Effectv. “We know that
addressability is an important tactic in terms of being able to
deliver more efficient incremental reach and improved overall
campaign performance. We look forward to now scaling this
capability as part of our broader focus on deploying
audience-based, multi-screen marketing solutions for our
clients.”
While Comcast and Charter are the first inventory owners to
offer this technology to their buyers, it will be available to
other MVPDs later this year.
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.
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version on businesswire.com: https://www.businesswire.com/news/home/20210414005129/en/
Meredith Fitzgerald 215-970-8504
Meredith_Fitzgerald@Comcast.com
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