FreeWheel Introduces Programmatic Ad Buying to the 2024 Upfronts with Industry-First, Allocation Module Solution
29 Febrero 2024 - 6:00AM
Business Wire
This new solution enables marketers to manage
the totality of their ad commitments and unlock biddable TV
opportunities for billions of upfront dollars.
With this launch, advertisers and publishers
now have a new way to manage the sum total of their upfront video
ad spend commitments across direct sold, programmatic guaranteed
and, for the first time, biddable programmatic deals.
FreeWheel, a global technology platform for the
television advertising industry, today announced the launch of a
new solution that will change the way marketers plan and execute
their programmatic TV ad buying.
The company is introducing this new industry offering, called
Allocation Module, ahead of the 2024 upfront and NewFront
season.
FreeWheel’s Allocation Module provides publishers with a
holistic view of spending against upfront commitments, and offers
demand side platforms a better way to gauge whether or not they are
bidding enough, in real time, to meet their clients’ ad spend
commitments. This new industry solution provides another key
benefit: Marketers now have a way to better manage their committed
ad spend across various ad channels.
FreeWheel is utilizing its buy-side platform, Beeswax, to enable
the offering in time for execution during the 2024-25 industry
upfront season, with plans to expand to additional DSPs in the
future.
Allocation Module provides three core benefits, including:
- helping buyers and sellers holistically manage and pace their
committed ad spend budgets across all transaction types, spanning
direct, programmatic guaranteed and now biddable.
- expediting the shifting of premium, connected television ad
dollars from direct to biddable ad transactions while maintaining
dual sided guarantees
- empowering buyers via a DSP-agnostic application programming
interface to streamline reporting and fulfillment of upfront ad
spend.
FreeWheel is launching this new solution in response to several
current industry challenges, including the need for a simpler and
more direct and efficient path to access TV ad inventory, and the
operational burden of managing complex upfront agreements across
multiple transaction types.
With this launch, advertisers and publishers now have a new
method to manage the totality of their upfront video ad spend
commitments across various transaction types, including, for the
first time, biddable programmatic deals.
The latter is noteworthy and timely as advertisers increasingly
want more flexibility in how they activate their upfront
commitments. Similarly, publishers want guarantees that their
valuable inventory will be monetized, regardless of the transaction
method.
Prior to this solution, upfront or committed ad dollars
allocated to biddable executions through private marketplaces
(PMPs) between buyers and sellers could not be tracked or enforced,
so it was more difficult to use as a part of upfront
commitments.
“Existing systems have been holding back the modern day upfront.
There has been an inherent conflict between the concept of upfront
commitments and programmatic bidding, which happens in real time,”
said David Dworin, Chief Product Officer, FreeWheel. “This new
solution bridges that gap and has the potential to turbocharge the
shift to programmatic as part of the next upfront.”
This solution benefits buyers and sellers alike. Publishers will
be able to better track and manage upfront spend fulfillment from
advertisers across delivery of all deal types. Advertisers will
have improved transparency, communication and fulfillment of
committed spend. They will also have increased availability of
inventory for programmatic activation as publishers will have more
confidence in that fulfillment.
“As a content company that shifted years ago to a
programmatic-first approach to buying across our digital inventory,
and now our linear networks as well, a solution like this will
allow us to better manage upfront deals and offer more flexibility
and cross-platform reach to our clients,” said Evan Adlman, EVP of
commercial sales and revenue operations, AMC Networks. “Since so
much viewership is now on connected devices within streaming
platforms, programmatic buying has never been more important.
FreeWheel has been a great partner in driving technological
advances in our industry, and Allocation Module will now make it
easier for advertisers to reach audiences programmatically across
all environments, at scale.”
“Programmatic trading plays an important role in our advertising
partners’ TV strategies, particularly as viewers are spending more
time with streaming content and platforms,” said Jon Steinlauf,
Chief U.S. Ad Sales Officer, Warner Bros. Discovery. “We need to
make sure that no matter how our inventory is purchased, it is
managed in a holistic manner that extracts the most value for the
advertiser and provides the best experience for viewers. We look
forward to working with FreeWheel to take holistic inventory
management to the next level in time for this year’s TV upfronts
rollout.”
AMC Networks, NBCUniversal and WarnerBros. Discovery have signed
on as an initial development partners and will begin testing this
new solution ahead of the 2024-25 TV upfront season.
About FreeWheel
FreeWheel empowers all segments of The New TV Ecosystem. We are
structured to provide the full breadth of solutions the advertising
industry needs to achieve their goals. We provide the technology,
data enablement and convergent marketplaces required to ensure
buyers and sellers can transact across all screens, across all data
types, and all sales channels, in order to ensure the ultimate goal
– results for marketers. With offices in New York, Chicago, London,
Paris, Beijing, and across the globe, FreeWheel, A Comcast Company,
stands to advocate for the entire industry through the FreeWheel
Council for Premium Video. For more information, please visit
https://www.freewheel.com/, and follow us on X and LinkedIn.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20240229367368/en/
Media Contact: Elaine Wong elaine_wong@comcast.com
Comcast (NASDAQ:CMCSA)
Gráfica de Acción Histórica
De Abr 2024 a May 2024
Comcast (NASDAQ:CMCSA)
Gráfica de Acción Histórica
De May 2023 a May 2024