Programmatic play for FreeWheel as it spins in for | Ad Tech | News | Rapid TV News
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As it aims to strengthen its video capabilities, premium video ad management solutions provider FreeWheel has bought video supply-side platform

Paris-based currently supports the advertising businesses of some of broadcasters such as TF1, France Télévisions and M6.

The Comcast-owned FreeWheel claims that the acquisition brings together ‘best-in-class’ traditional and programmatic sales capabilities, architected for the TV industry, and that it will offer premium publishers software to build, run and operate their own private exchange. It also asserts that the deal will create an end-to-end solution enabling clients to manage video inventory across all screens and access demand from any demand channel, while ensuring a brand-safe, TV compliant experience.

FreeWheel sees the deal as enabling publishers to maximise monetisation of their own video inventory across traditional direct sold and market demand sources while ensuring full control, compliance and creative safety. “Our clients need to support automated sales has drastically accelerated over the last 18 months,” said James Rooke, chief revenue officer, FreeWheel. “We believe brings best-in-class SSP technology, specifically their focus on private exchange capabilities that put the publisher in control. We believe the combination of our platforms will deliver the solutions our clients need to thrive.”

Added Hervé Brunet, CEO and co-founder of “We are exceptionally excited to join FreeWheel and the Comcast Platform Services family. We are convinced that the combination of our companies will benefit our respective client bases, most notably the largest TV broadcasters. Our focus on a private exchange, server-side architecture is perfectly aligned with FreeWheel’s technology in addressing the specific needs of premium publishers.”