Public broadcaster Channel 4 has appointed FreeWheel, a video technology company, to manage all of its digital advertising out with the traditional TV environment.
Utilising the firms Monetisation Rights management system the company will manage all video and display advertising; including 4oD video, web and YouTube.
The move will consolidate ad operations for Channel 4, E4 and Film4 and give the broadcaster daily updates on what content is generating the most revenue.
Barry John, advertising operations & inventory controller at Channel 4, said: “Our viewers understand our dedication to bringing content from Channel 4’s network channels to digital platforms through our syndication efforts on iOS smartphones and tablets, gaming consoles like the Xbox 360 and PS3, and partner sites like YouTube.
“FreeWheel’s technology allows us to tie all of that together, so that we can better manage our ad selling process and maximize the revenue generated from our video content.”
Doug Knopper, co-founder and co-CEO of FreeWheel, added: “Our vision from the beginning has been to create and develop the necessary infrastructure that allows entertainment companies to profitably scale their content distribution to any and all platforms. There are many opportunities to do that internationally, and Channel 4 will be using FreeWheel’s technology to do that in the burgeoning UK market.”