NEW YORK – March 25, 2015 – Just weeks after announcing A+E Networks’ entrance into its FourFronts programmatic pilot, FreeWheel announced today Videology’s integration as a pilot partner, bringing additional scale and value for both marketers and premium publishers in today’s increasingly converged television advertising marketplace.
Videology’s integration with FreeWheel comes at an important time as the industry approaches the Upfront season. Advertisers are increasingly interested in planning TV content seamlessly across screens using guaranteed buying models, while reaping the benefits of applying data to content. Videology’s position as a leading buy-side technology provider for planned media buys further enables FreeWheel’s publishers to respond to buyers’ requests for audience-targeted campaigns that align with their overall TV and video buying strategies.
“Videology’s integration with Freewheel’s FourFronts solution is another step forward in bringing data-enabled transactions to the premium end of the TV market,” said James Rooke, General Manager, Business Solutions, FreeWheel. “Now, Videology’s users—including some of the largest buying agencies in the world—can use their own proprietary data to transact directly with TV companies in safe ways.”
The FourFronts Programmatic Pilot enables marketers and agencies to use their own proprietary data to reserve premium video inventory directly with FreeWheel clients. It also ensures the right data and inventory protections are in place for all parties through a secure data escrow capability. The collective goal of the pilot is to establish the right business and technical processes to support scaled transactions, improving the efficiency and effectiveness of reserved, data-enabled transactions for both the buy and sell side.
“As TV and video continue to converge, bringing together data with premium content in a scalable manner that aligns with current workflows is a challenge that we need to solve,” said Brent Gaskamp, SVP Corporate Development, Videology. “Freewheel’s Fourfronts solution is a great example of how to do this is a way that works for both buyers and sellers, allowing both to retain control while bringing greater automation to the advertising process.”
Until the launch of the FourFronts Programmatic Pilot last year, programmatic buying of audiences in a reserved manner that ensured the interests of both the buy-side and sell-side were protected was not possible. Advertisers don’t want to share valuable consumer data with publishers, and premium publishers don’t want to cede control of their inventory.
“One of the biggest barriers to industry wide advancement of reserved, audience targeted campaigns is not having the right business models in place that actually work for premium video publishers. FreeWheel’s goal is to ensure the fundamentals that matter most to the premium video market are maintained, regardless of screen or device,” maintains Rooke.
FreeWheel, an independent subsidiary of Comcast, helps the largest players in the television industry generate revenue from their ad-supported content through a robust technology platform for ad management and monetization, a private marketplace for premium television inventory, and advisory services. FreeWheel’s solutions are used by companies like AOL, Inc., BSkyB, DIRECTV, Discovery, ESPN, NBCUniversal, Turner Broadcasting System, and Viacom, Inc. to profitably monetize their professional content on desktop, mobile, OTT, and traditional STB devices.
Videology (videologygroup.com) is one of the world’s leading video advertising platforms. By simplifying big data, we empower marketers and media companies to make smarter advertising decisions to fully harness the value of their audience across screens. Our math and science-based technology enables our customers to manage, measure and optimize digital video and TV advertising to achieve the best results in the converging media landscape.
Videology, Inc., is a privately-held, venture-backed company, whose investors include Catalyst Investors, Comcast Ventures, NEA, Pinnacle Ventures, and Valhalla Partners. Videology is headquartered in Baltimore, MD, with key offices in New York, Austin, Toronto, London, Paris, Madrid, Singapore, Sydney, Tokyo and sales teams across North America.