These Are The Supply-Side Ad Servers Trying To Win The Next Generation Of TV

Television advertising is getting smarter. And the smartest companies in digital advertising are coming for TV. That means a royal rumble is playing out over who controls the ad serving for data-driven TV campaigns. AdExchanger looked at the TV and video ad serving landscape, where broadcasters and digital ad platforms like Google and Amazon fiercelyContinue reading »

The post These Are The Supply-Side Ad Servers Trying To Win The Next Generation Of TV appeared first on AdExchanger.

Read more

A+E Networks Connects Direct Sold Inventory To Programmatic

A+E Networks said Wednesday that it will work with Comcast-owned FreeWheel to unify demand across its direct sold and programmatic ad buyers. When viewers stream shows via an OTT device, phone or computer, A+E has to balance programmatic bids with direct sold buys sold through cable channels, like A&E, History and Viceland, said Jason DeMarco,Continue reading »

The post A+E Networks Connects Direct Sold Inventory To Programmatic appeared first on AdExchanger.

Read more

Pluto TV’s Play For CTV Ad Dollars

Pluto TV is the anti-Netflix. It’s free and ad-supported. Users scroll through channels and watch whatever show is already playing, replicating the channel surfing that’s a hallmark of old-fashioned TV watching. Viacom spent $340 million in cash to acquire Pluto TV in January, validating the concept and its audience. The deal felt like “Cinderella gettingContinue reading »

The post Pluto TV’s Play For CTV Ad Dollars appeared first on AdExchanger.

Read more

Disney Closes On 21st Century Fox, And Enters A New Era Of Streaming Competition

Disney closed its $71 billion acquisition of 21st Century Fox on Wednesday, more than a year after it signed a definitive agreement to acquire the entertainment company, which at the time was going to cost $52.4 billion. Disney’s initial agreement in December 2017 turned out to be less definitive than the term implies. Comcast steppedContinue reading »

The post Disney Closes On 21st Century Fox, And Enters A New Era Of Streaming Competition appeared first on AdExchanger.

Read more

FreeWheel Making Moves On The Buy Side With First Upfront Event

FreeWheel, the Comcast-owned video ad tech company, hosted its first television upfront on Wednesday and is mounting a campaign to expand its buy-side business. The marketer outreach centers on new attribution features and the launch of FreeWheel Media, which formalizes its buy-side accounts and ad-serving business into a cohesive offering, CRO Brian Wallach told AdExchanger.Continue reading »

The post FreeWheel Making Moves On The Buy Side With First Upfront Event appeared first on AdExchanger.

Read more

NBCU Will Use FreeWheel To Traffic Its Linear And Digital Inventory. Is Converged Buying Nigh?

Traditional broadcasters might soon bridge linear and digital ad buying. But first, baby steps. Before anyone reaches that holy grail, it helps if the ad inventory is trafficked through the same system. So in the spirit of unification, the video ad server FreeWheel said Wednesday that it will handle decisioning for NBCUniversal’s digital and linearContinue reading »

The post NBCU Will Use FreeWheel To Traffic Its Linear And Digital Inventory. Is Converged Buying Nigh? appeared first on AdExchanger.

Read more

Disney Drops FreeWheel in Favor of Google Ad Manager

The Walt Disney Company has found its happily ever after with Google, not Comcast-owned FreeWheel. After months of speculation, Google said in a blog post that Disney would implement its ad platform across its brands, including Disney, ABC, ESPN, Marvel, Pixar and Star Wars. The relationship will span all of Disney’s video and display inventory.Continue reading »

The post Disney Drops FreeWheel in Favor of Google Ad Manager appeared first on AdExchanger.

Read more

FreeWheel Launches Ad Product Suite, Boosts Competition With Roku

FreeWheel released the next generation of its ad exchange on Tuesday. The Comcast-owned ad server built off its legacy ad exchange, enhanced by technology from its acquisition of StickyAds in 2016, for its updated ad product suite, DRIVE. The new exchange is designed to let marketers more easily buy over-the-top (OTT), set-top box video onContinue reading »

The post FreeWheel Launches Ad Product Suite, Boosts Competition With Roku appeared first on AdExchanger.

Read more

4C Adds Integrations To Make OTT And Linear Inventory More Accessible

See you later, siloed views. Data science and technology company 4C is hoping its integrations with Freewheel, Telaria and SpotX, unveiled Tuesday, will streamline the buying of over-the-top (OTT) and linear inventory. These partnerships make more OTT and linear inventory accessible within 4C’s platform, Scope, a dashboard that lets ad buyers plan, purchase and measureContinue reading »

The post 4C Adds Integrations To Make OTT And Linear Inventory More Accessible appeared first on AdExchanger.

Read more

FreeWheel And Operative Launch Initiative To Bridge The Buying Gap Between Digital And Addressable TV

FreeWheel and Operative said Monday that they have partnered on an initiative called “Premium at Scale,” which lets advertisers buy digital and addressable TV inventory in one place. NBCU is the first media brand to sign on. Traditionally, ad sales on linear TV and digital have been very separate processes with very different measurements. SinceContinue reading »

The post FreeWheel And Operative Launch Initiative To Bridge The Buying Gap Between Digital And Addressable TV appeared first on AdExchanger.

Read more