Press release

FreeWheel Announces Programmatic OTT Offering for Local TV Buyers

Sponsored by Businesswire

Today, FreeWheel, A Comcast Company (Nasdaq: CMCSA), announced that its
FreeWheel Advertisers division has launched new OTT buying capabilities
for agencies and advertisers. FreeWheel Advertisers’ network of
1,200-plus agencies using the Strata platform can now programmatically
access the full OTT marketplace through exchanges and direct premium
publisher integrations.

While these capabilities are available to all Strata users, the offering
is particularly important for mid-sized and independent media buying
agencies. These shops are often faced with barriers to efficiently buy
OTT inventory, including minimum spend levels enforced by demand-side
platforms (DSPs), the complexity of managing multiple campaigns for
local clients across different vendors and geographies, and lack of
transparency in ad placements.

“Our clients are very interested in tapping into new opportunities to
connect with audiences on OTT, but the solutions available to them don’t
meet the needs of every agency,” said FreeWheel Advertisers General
Manager Joy Baer. “We developed this new industry offering for our
clients based on their collective input, which included the expressed
need for geo-targeting, greater transparency and pricing efficiency. By
solving for these challenges, we’ve opened up OTT for a new base of

“The expectation for our media team is to be metric-obsessed and
ambidextrous in all forms. FreeWheel empowers buyers by allowing them to
be more agile and to make smarter, more integrated decisions faster,”
said Adam Herman, Chief Integrated Media Officer, Zimmerman Advertising.
“Their latest solutions around OTT are an example of this type of

FreeWheel Advertisers executes the buys through an integration with, a DSP purpose-built to meet the complexities of localized
campaigns. This integration makes it easy for Strata users to buy OTT
programmatically, similar to the way they buy digital media. Moreover,
there is no minimum spend generally charged by DSPs, and no need to
leave the existing workflow that buyers use every day for media buying
and management.

“Our partnership with FreeWheel Advertisers is a natural fit, as we have
focused on building a programmatic platform that executes and optimizes
high volumes of campaigns with precise targeting and efficient pricing,”
said Frost Prioleau, CEO, “We look forward to working
together on seamlessly bringing OTT solutions to Strata users, at the
local level and beyond.”

FreeWheel Advertisers plans to extend its local OTT programmatic
offering to all forms of TV, beginning in the second half of 2019.

About FreeWheel

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.

With offices in New York, San Francisco, Chicago, London, Paris,
Beijing, and across the globe, FreeWheel, A Comcast Company, stands to
advocate for the entire industry through the

FreeWheel Council for Premium Video. For more information, please visit,
and follow us on Twitter and LinkedIn.

About is the leader in localized programmatic
advertising. works with the largest buyers of localized
advertising, including brands, agencies, local media groups, networks,
and trading desks. These companies utilize to localize ad
targeting and content, to deliver performance on high volumes of
localized campaigns, and to provide deep insights on their dynamic