Hearst Television\u2019s Hearst Anyscreen OTT offering is adding scale through an integration with FreeWheel\u2019s Monetization and Revenue Management platform. It\u2019s a first step toward also enhancing the value of its local broadcast inventory.<\/p>\n
\u201cThey\u2019ll be putting demand into our marketplace and doing audience extension to find their audiences on other premium content in service of their advertisers and their advertisers\u2019 goals,\u201d says Geoff Wolinetz, SVP Client Relationships, FreeWheel.<\/p>\n
\u201cThis fits in very, very nicely with FreeWheel\u2019s strategy of television as a platform,\u201d Wolinetz<\/a> adds in this interview with Beet.TV.<\/p>\n OTT represents the plurality of adds that FreeWheel serves at any given time. The impact for Hearst is a sign that it, too, is committed to TV as a platform, according to Wolinetz.<\/p>\n \u201cThey want to expand their reach in any way that they possibly can also while adjusting to where the users are actively consuming the content. What they get to through us is leverage our ad server and our ad decisioning technology to find the right audience, in the right supply, for their demand, at any given time.\u201d<\/p>\n Hearst gains access to \u201cthe universe of FreeWheel programmers\u201d that participate in its marketplace from the supply side. \u201cYour premium broadcasters, cable companies, distributors, folks that have inventory and have premium audiences that Hearst can leverage on their end to use their demand to fill,\u201d Wolinetz says.<\/p>\n