freewheel

True[X], the video ad platform Fox acquired last December, partnered Tuesday with Comcast’s TV ad-serving platform FreeWheel to bring more “engagement-based” video ads to broadcasters. The deal will give True[X] greater sell-in among FreeWheel’s base of media and entertainment brands, which include NBCUniversal, Turner Broadcasting, Viacom, Sky, DirecTV and ABC. True[X] creates interactive video ad […]

ABC, A+E Networks, Comcast and Canoe have initiated a pilot with broadcaster ad server FreeWheel to manage dynamic ad insertion in VOD and set-top box inventory alongside digital ads. Video-on-demand advertising has been relatively slow to take off, namely because of greater need for back-end integration in the underlying TV tech infrastructure. “The benefit for […]

The $45 billion Comcast-Time Warner Cable (TWC) deal is officially kaput. If the merger had materialized, it would have created an unsurpassable media and cable conglomerate with massive audience reach. From day one, regulators were wary about one company controlling too much broadband access, resulting in Comcast terminating the deal Friday. “Today, we move on,” […]

As consumers cut cords and stream more video, advertisers are tightening their purse strings at the TV upfronts. But content owners shouldn’t fear too much. They aren’t losing their audiences, just watching them transition to IP-based connections. In 2014, broadcasters experienced 67% growth in digital video ad views for shows in their first season, according […]

FreeWheel, a video ad server owned by Comcast and used by broadcasters like ABC and Discovery Communications, has teamed up with digital demand-side platform (DSP) TubeMogul to make premium digital video inventory accessible on a programmatic reserved basis. FreeWheel is arranging several data escrows with TubeMogul and providing access to agencies and marketers like Allstate, […]

It’s hard to bucket Ooyala. The seven-year-old company, which already dabbles in both video monetization and digital content management, wants to be for TV “what Cisco is to network computing.” While Ooyala’s a full-service consultancy that helps traditional networks migrate to the cloud, it also has a software business. The Ooyala Platform hooks up to […]

Video ad platform BrightRoll is looking long-term. In the words of Tod Sacerdoti, its founder and CEO, “we’ve been focused on building an alternative stack to Google for a long time.” And BrightRoll’s got just the man to do it. Barely a day after it brought on DoubleClick vet Bruce Falck as COO to scale […]

Hulu, Condé Nast Entertainment and other members of the digital video and television industry laid out their measurement and monetization challenges on Wednesday at VideoNuze’s Online Video Advertising Summit. Brands and publishers are well aware of the growing popularity of applying programmatic to direct buys. Hulu for instance has reportedly beta-tested a programmatic exchange for more […]

Following its glitzy, star-studded digital NewFront in April, AOL got down to business. It closed in on marketing attribution vendor Convertro the same day Google grabbed pure-play competitor Adometry in early May. Then it went shopping again, snapping up TV audience-targeting platform PrecisionDemand. AOL’s acquisitive behavior is not entirely surprising. The company is constructing an […]

This upfront season, a number of media conglomerates flirted with programmatic TV. ABC, for instance, is beta testing data-driven ad sales via video ad server FreeWheel’s new FourFronts Programmatic tool. Likewise, NBCUniversal’s ad sales chief Linda Yaccarino has spoken of opening up portions of premium network inventory to programmatic sales. As marketer and media company interest […]