Locality

Locality SVP Tom Wolfe explains why supply path optimization (SPO) must prioritize data fidelity, local TV fragmentation, and true value over fee-cutting.

TV convergence has largely been framed as a national conversation: advertisers looking for more connected ways to plan across linear and streaming, measure performance, and understand audiences. But as buyers push for more accountable, performance-oriented TV campaigns, that national-first approach starts to lose precision in local markets.

Ignoring the fact that early pioneers in the space didn’t plan to have ads in the first place (looking at you, Netflix!), even with targeting and personalization, most major players are still thinking of national reach – not local reach – as their default.

FreeWheel thinks the best way to simplify streaming video is by fostering more direct connections between buyers and sellers.

While there are plenty of reasons for political ad buyers to be cautious about CTV, streaming media has one major selling point: programmatic targeting.