FreeWheel to Offer Audience Activation Across Screens

In New York, TV ad marketplace FreeWheel has launched a tool called Audience Manager, promising publishers faster audience activation across screens.

Comcast-owned FreeWheel provides technology, data and marketplaces to help buyers and sellers transact across all screens, data types and sales channels, while combining the targeting and measurement of digital with the scale of linear TV. The firm's new Audience Manager solution is integrated into its TV Platform and includes identity resolution powered by the company's own Identity Network initiative.

With these new capabilities, publishers can tap into and activate data within FreeWheel's TV Platform using third-party segments available through new partner integrations. According to the firm, the benefit is quick, easy access to audience data without the need for lengthy commercial negotiations and operational set-ups.

David Dworin (pictured), Chief Product Officer, comments: 'Marketers want to reach more precise and addressable audiences on premium content. This, paired with the deprecation of cookies and third-party identifiers, means we need to build for the TV ad ecosystem of the future, while innovating for the industry's needs today. Audience Manager helps solve these challenges, by bringing much needed advanced activation capabilities to our premium TV marketers and publishers'.

Web site: www.freewheel.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.