FreeWheel Debuts CTV Targeting and Measurement Suite

TV industry tech platform and Comcast subsidiary FreeWheel has unveiled a Performance Suite intended to solve the problems faced by CTV advertisers, namely inaccurate targeting, understated reach, and incorrectly attributed conversions.

The suite runs on FreeWheel's demand-side platform Beeswax and offers off-the-shelf, machine learning-based solutions complementing those already available on the platform. Specifically, the Suite promises to enhance customers' ability to target accurately at the household level, optimize inventory by applying machine learning to specific customer campaign data, and measure conversions via permissioned first-party IDs, and choose from a range of measurement and reporting options. The last range from sophisticated Ghost Bidding and incrementality reporting to granular log-level data.

One of the key machine-learning optimization capabilities within the Performance Suite is a cost-per-acquisition (CPA) bidding strategy, developed for each buyers' campaign goals and based on their data alone. One of FreeWheel's agency partners, Optimal Media, used the CPA bidding strategy on CTV inventory to drive 40% more conversions with a 32% decrease in cost-per-acquisition for a national automotive manufacturer.

'CTV buyers primarily lean on IP addresses to reach households', says Mark McKee (pictured), EVP General Manager at FreeWheel. 'However, IPs are not a stable identifier. This makes it difficult for buyers to accurately target and measure users at the household level. That being said, measurable results and the ability to optimize effectively remain non-negotiables for performance marketers. With that in mind, we created an advanced set of results-driven, efficient, and transparent tools for performance marketers to accurately achieve their campaign goals while maximizing their budgets'.

With offices worldwide including New York, Chicago, London, Paris and Beijing, the company is online at www.freewheel.com .

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