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{"id":70295,"date":"2020-12-07T11:49:57","date_gmt":"2020-12-07T16:49:57","guid":{"rendered":"https:\/\/www.beet.tv\/?p=70295"},"modified":"2020-12-07T11:49:57","modified_gmt":"2020-12-07T16:49:57","slug":"with-autoscheduler-freewheel-begins-powering-linear-tv-ads-nbcus-mcconville","status":"publish","type":"post","link":"https:\/\/dev.beet.tv\/2020\/12\/with-autoscheduler-freewheel-begins-powering-linear-tv-ads-nbcus-mcconville.html","title":{"rendered":"With AutoScheduler, FreeWheel Begins Powering Linear TV Ads: NBCU’s McConville"},"content":{"rendered":"If you needed any more proof that digital video was merging with traditional TV, look no further than the latest announcement from Comcast.<\/p>\n
Last week, it announced that its FreeWheel ad serving tech unit had begun unifying its technology set, with a first stage meaning NBCUniversal now using FreeWheen’s dynamic ad decisioning capability to drive linear TV schedules.<\/p>\n
In this video interview with Beet.TV,\u00a0Ryan McConville, EVP of Ad Platforms and Operations at NBCU, explains what is happening, and why.<\/p>\n
Better together<\/h2>\n
“Traditionally, FreeWheel has been our digital ad server,” he says. “So its duties have been kind of relegated to doing the ad decisioning on our digital footprint.<\/p>\n
“NBCU is both a digital media company and a linear media company. On the linear side of the house, there’s another set of technology called a log scheduler. Historically, the information that’s housed in the TV log scheduler – all the information about our linear schedules and our linear audiences – is separate from all the information that’s housed in our digital ad server.<\/p>\n
“So there is not one ad decisioning brain behind the company that is both aware of what’s going on in linear and what’s going on in digital.<\/p>\n
“We made the decision that we needed to pick a piece of technology that would have intelligence about both pools of inventory.”<\/p>\n