A host of ad tech platforms is helping\u00a0marketers\u00a0break down the boundaries between buying TV ads, VOD ads, digital video ads and all the other flavors of moving-image ads. That’s the topic that seems set to dominate the upcoming DMEXCO<\/a> digital marketing expo in\u00a0Cologne.<\/p>\n

Speaking with Beet.TV in this video interview,\u00a0FreeWheel marketplaces GM James Rooke channels marketers’ concern: “How am I going to unify my (advertising) inventory to get greater scale \u2026 regardless of screen?<\/p>\n

“You may have different measurement providers for OTT versus for a set-top box environment – how do you stitch all that together? It\u2019s very fragmented right now. (But) things are moving at light speed.”<\/p>\n

For its part, FreeWheel recently tied up<\/a> with\u00a0Canoe Ventures<\/a>, which helps pump ads in to US cable operators’ VOD platforms, to begin combining the buying process for ads across VOD, set-top box and internet video.<\/p>\n

“It opens up a large amount of long-form premium video inventory for the programmers to be able to monetize,” Rooke says. “As buyer concern increases about inventory sets that may not be considered premium, set-top box\u00a0is a fraud-fee, 100%-viewable in a leanback engaged environment\u2026 it\u2019s the best stuff there is.”<\/p>\n

FreeWheel is a wholly-owned unit of Comcast.<\/p>\n

This interview is part of a series<\/a> of videos leading up to the DMEXCO conference in Cologne. The series is presented by 4C + Teletrax<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

A host of ad tech platforms is helping\u00a0marketers\u00a0break down the boundaries between buying TV ads, VOD ads, digital video ads and all the other flavors of moving-image ads. That’s the topic that seems set to dominate the upcoming DMEXCO digital marketing expo in\u00a0Cologne. Speaking with Beet.TV in this video interview,\u00a0FreeWheel marketplaces GM James Rooke channels […]<\/p>\n","protected":false},"author":15,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5246],"tags":[5265,2950,5267,4811,2782],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/34906"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=34906"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/34906\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=34906"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=34906"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=34906"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}