Interviews, insight & analysis on digital media & marketing

FreeWheel and Quantcast team up to provide better access to premium video

Comcast-owned TV and video adtech firm FreeWheel has partnered with fellow ad tech platform Quantcast to provide advertisers with direct access to premium video publishers.

The partnership will give marketers access to premium programmatic video supply across all personal screens and devices, including over-the-top (OTT) and connected TV (CTV), via Quantcast.

“We’re excited to be teaming up with Quantcast to help drive incremental demand for sellers across the streaming ecosystem,” said Jon Mansell, US Head of Marketplace Demand at FreeWheel. “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.”

In particular, marketers will be able to use Quantcast’s AI and machine learning capabilities to drive outcomes by connecting with audiences across FreeWhee’s’s supply of premium video.

The partnership will go live in the third quarter of 2023.

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