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.