Tag: FreeWheel

Singapore – Technology platform FreeWheel has forged a partnership with media company Innity to boost media buying across CTV and premium digital video. It aims to provide brands with access to curated CTV and premium video audiences across Southeast Asia and Hong Kong.

The partnership will see FreeWheel combining its advertising technology with Innity’s local market expertise. Through the collaboration, Innity’s clients can connect with premium video sellers across markets in the region. This includes Singapore, Vietnam, Thailand, Malaysia, the Philippines, Indonesia, and Hong Kong.

FreeWheel’s streaming hub offers advertisers access to premium video inventory, made seamless through a single entry point. The platform enables advertisers to connect efficiently with global buyers and sellers, maximising outcomes.

Additionally, the partnership will allow advertisers to reach key audience segments in the automotive, finance, FMCG, and lifestyle industries.

“This strategic partnership with Innity aligns with our global vision to deliver simplified and unified advertising experiences for advertisers and addresses some of the industry’s key needs: removing unnecessary friction in media buying, improving addressability, and driving greater return for marketers,” said Alvin Tan, commercial director, APAC at FreeWheel.

“This collaboration comes at a crucial time as advertisers seek to capitalise on the rapid growth of CTV and streaming in the region, through the right balance of quality inventory and campaign efficiency. We’re excited to partner with FreeWheel to offer brands a smarter, more scalable way to connect with audiences. This partnership also aligns with our broader vision to expand our video and CTV offerings and help our partners thrive in a streaming-first future,” Fabian Looa, COO and co-founder at Innity, commented.

Australia – FreeWheel, a Comcast company, has announced the appointment of Tess O’Brien as its managing director for ANZ. As part of her new role, O’Brien will work to connect FreeWheel, the global technology platform for the television advertising industry, with both buyers and sellers in Australia via FreeWheel’s streaming advertising technology.

She will be located in her hometown of Sydney after spending eight years in FreeWheel’s head office in New York, in both product and commercial leadership roles. Most recently she led FreeWheel’s buy-side business in North America, and was instrumental in the launch of a number of product innovations; including FreeWheel’s programmatic marketplace, identity and measurement solutions, and linear addressable capabilities.

Before her time at FreeWheel, she held various commercial and corporate strategy roles, including at Foxtel Media (formerly Multi Channel Network) in Australia.

Speaking on her appointment, she said, “I’m thrilled to return to Australia, during a period of immense change in the TV industry. Data and technology are fueling new ways to transact media and we are excited to bring our wealth of streaming expertise and market-leading technology to power new partnerships in this region. FreeWheel is the trusted platform powering the global television ecosystem because of our commitment to directly connect buyers & sellers while enabling advertising solutions that complement the premium viewer experience.”

Meanwhile, Thomas Bremond, SVP & CRO International at FreeWheel commented, “APAC is a key expansion area for us and Tess’s appointment demonstrates our continued commitment towards the region. Tess’s experience with global streaming platforms, programmatic and understanding of the Australian advertising ecosystem uniquely positions her to be a leader in the Australian market. We recognize the increasing need for global programmatic advertising solutions, and we’re delighted to support our clients and the entire premium video ecosystem in the region.”

Australia – Global advertising technology company Quantcast and video ad technology company FreeWheel has announced a new partnership that allows advertisers direct access to global premium video publishers.

As part of the deal, marketers working with Quantcast will now have access to premium programmatic video supply across all personal screens and devices, including over-the-top (OTT) and connected television (CTV).

Through the partnership, marketers can also leverage Quantcast’s AI and machine-learning capabilities to drive optimal outcomes by connecting with the right audiences across FreeWheel’s supply of premium video, extending inventory reach beyond native, display, mobile and online video.

“CTV’s rapid expansion and growth is transforming both the digital and TV ad sectors and so, we have to move quickly and nimbly to anticipate shifting consumer behaviour,” said Konrad Feldman, CEO of Quantcast. 

On the partnership, Feldman commented, “Our company has been at the forefront of using AI to interpret media consumption patterns and deliver campaign performance and outcomes. By teaming up with FreeWheel, we can better support our advertisers to reach consumers across even more engagement and connection points.”

Quantcast Managing Director for APAC, Sonal Patel, also said, “We’re thrilled to work with FreeWheel in a partnership that advances our service offering and helps our advertising clients achieve even better outcomes with video.”

Jon Mansell, U.S. head of marketplace demand at FreeWheel likewise shared his excitement over the partnership, as it will help drive incremental demand for sellers across the streaming ecosystem.

“This new partnership enables us to provide a new programmatic access point to FreeWheel’s ad server, a direct connection that helps marketers to further reduce waste and avoid unnecessary exchange redundancy, all while delivering a better experience to consumers.”

The partnership and its accompanying capabilities will be live in market, including Australia and APAC, from Q3 of 2023.