FreeWheel Launch Unifies Linear and CTV Audiences

In New York, TV ad marketplace FreeWheel has launched self-service capabilities to provide TV ad buyers with unified audience-based planning on Connected TV (CTV) inventory, and build and create custom audience segments to activate CTV campaigns.

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. FreeWheel's new audience-based TV buying technology incorporates segments based on aggregated Comcast viewing data from millions of homes to equivalize audiences across linear and CTV.

Jon Whitticom (pictured), Chief Product Officer, comments: 'Advertisers who understand the benefits of targeted premium video are adding CTV to their linear TV plans to increase reach and improve consumer engagement. The problem historically has been that the two channels were working in siloes, so accessing the right inventory was complicated and opaque. Not anymore; our solution unifies linear and CTV so that advertisers can easily maximize reach across screens with limited waste. This capability represents a huge step forward in better connecting buyers and sellers.'

Web site: www.freewheel.com .