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FreeWheel, A+E Networks to pilot unified video ad management platform.


FreeWheel, A Comcast company (Nasdaq: CMCSA), has announced its partnership with A+E Networks, a global content company comprised of some of the most popular and culturally relevant brands in media including A&E[R], Lifetime[R] and HISTORY[R], to pilot their unified ad decisioning engine that will allow buyers and sellers to seamlessly transact across both direct sold and programmatic, marketplace-generated advertising demand, the company said.

Typically, a video publisher uses one tech platform to manage and schedule its direct sold inventory, and another tech platform, or an SSP, to manage its programmatic demand from open exchanges and DSPs.

This has led to clashes and conflicts between the two sales channels -- resulting in pricing conflicts, TV-compliance issues and negative user experience impacts. FreeWheel's unified decision engine allows A+E Networks to holistically consider the full pool of demand, including direct sold buys, and optimize across all business rules and requirements.

This is important because a video ad decision cannot be determined solely on the highest bid price. An effective video ad decision must also consider TV-level compliance parameters, such as competitive and category separation requirements and user experience considerations, such as ad repetition and relevance.

A+E Networks' efforts with FreeWheel on unified ad management adds to the network's track record of innovation for its advertisers. A+E Networks was one of the first media companies to embrace programmatic platforms in an effort to offer greater addressability and accessibility to advertisers. In addition, in last year's TV upfront season, A+E used audience-based buying to guarantee business outcomes. This pilot is designed to expand upon that by supporting programmatic guaranteed buys.

FreeWheel, A Comcast company, 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. For more information, visit

A+E Networks[R] is a global content company comprised of some of the most popular and culturally relevant brands in media.

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Publication:Internet Business News
Date:Apr 25, 2019
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