Comcast\u2019s FreeWheel has new partnerships with Data Plus Math, Vizio\u2019s Inscape data unit and Adobe to augment its attribution, consumer insights and programmatic offerings. In this interview with Beet.TV, FreeWheel Media\u2019s Brian Wallach explains the three deals announced at the FreeWheel NOWFRONT event in Manhattan this week.<\/p>\n

FreeWheel is teaming with Data Plus Math and other attribution solutions providers to deliver faster insights into campaign performance. \u201cA lot of times, you get information about how your campaign\u2019s doing, especially around attribution and it\u2019s far too often six months or even longer after a campaign\u2019s over. It doesn\u2019t allow you to optimize a campaign or in any way shape or form improve the performance during the flight,\u201d says Wallach, who is SVP\/CRO, FreeWheel Media.<\/p>\n

To further enlarge its audience viewing data beyond Comcast\u2019s huge footprint, FreeWheel is adding Inscape\u2019s data set for \u201ceven more robust reporting capability,\u201d particularly in the streaming video space. Data from more than 10 million opt-in Vizio smart TVs will be available to better target specific demographic and audience segments in TV ad deals, as Advertising Age reports<\/a>.<\/p>\n

\u201cSince Vizio does go outside of the Comcast footprint, we can now start to model incremental reach and other access to consumers outside of our footprint,\u201d Wallach adds.<\/p>\n

FreeWheel will work with Adobe to help overcome the complexities of programmatic transactions in premium video. Given that most demand-side platforms were built to handle display ads, \u201cNow you bring them into the living room and it creates a different type of environment. We\u2019re working closely with the DSPs to solve for this and we\u2019re leveraging our Drive platform to be able to promote audiences to them through Deal IDs so they can transact programmatically,\u201d Wallach says.<\/p>\n

\u201cThe reality is most DSPs try to use data from their side. They have different data arrangements and then they try to find the audiences in that live movement when the bidder is working.\u201d<\/p>\n

FreeWheel will \u201cpackage up that inventory on a pre-bid basis, based on our insight and our data set having access to the ad server and the information that\u2019s coming from there,\u201d thereby leveraging the capabilities of DSPs \u201cto bid appropriately on that supply.\u201d<\/p>\n

The latest partnerships enhance FreeWheel\u2019s ability to talk to customers holistically about video in all its forms, according to Wallach.<\/p>\n

For buyers of linear TV who also need to find audiences on OTT and CTV, \u201cwe\u2019re able to help guide them and put together the right solutions for them.\u201d For digital pure-play buyers looking for more reach beyond FreeWheel\u2019s digital supply, \u201cwe can start to package in TV if they\u2019re looking for audiences and impressions in that environment as well.\u201d<\/p>\n

This video is part of Beet.TV’s coverage of\u00a0<\/em>The FreeWheel NOWFRONT<\/a>: Media Reimagined.\u00a0 For more coverage from the series, please visit this page<\/a>.\u00a0<\/em> \u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Comcast\u2019s FreeWheel has new partnerships with Data Plus Math, Vizio\u2019s Inscape data unit and Adobe to augment its attribution, consumer insights and programmatic offerings. In this interview with Beet.TV, FreeWheel Media\u2019s Brian Wallach explains the three deals announced at the FreeWheel NOWFRONT event in Manhattan this week. FreeWheel is teaming with Data Plus Math and […]<\/p>\n","protected":false},"author":17,"featured_media":59365,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7879],"tags":[5295,6681,6853,7128,7877,7878],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/59354"}],"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\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=59354"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/59354\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/59365"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=59354"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=59354"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=59354"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}