FreeWheel Launches New Tools for Simplifying Advertising on Streaming Platforms

FreeWheel has rolled out new tools to enhance the advertising experience for brands and publishers on streaming platforms. The FreeWheel Streaming Hub now offers advanced platform customizations, improved data signals, and optimized bidding, aiming to ensure smooth ad experiences across various programming types on streaming platforms. For instance, publishers and brands can customize campaign pacing, anticipate viewership surges, and increase advertiser diversity during live events.

According to Mark McKee, the general manager at FreeWheel, the company’s primary focus is delivering positive business outcomes for partners across the streaming ecosystem. By integrating programmatic and direct capabilities many years ago, they’re now sharing streamlined and enhanced offerings to help advertisers connect with premium publishers for a better brand and viewing experience.

Advertisers can benefit from dynamic floor pricing, which offers flexibility to match with publishers while maintaining control, efficiency, transparency, and precise targeting. FreeWheel is also implementing standard signals across all content sources, making advertisers’ ability to find audiences at scale across platforms even easier. By leveraging Comcast’s data with the FreeWheel Identity Network, efficient audience targeting leads to increased demand for publishers.

With these new features available on the FreeWheel Streaming Hub, there will be an increase in transparency across the programmatic ecosystem, especially on platforms like A+E, DirecTV, Locality, Roku, Spectrum Reach, and Warner Bros. Discovery.