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Future of TV Adtech Media Planning and Buying

Comcast’s FreeWheel reveals audience tech allowing buying across linear and CTV


By John Glenday | Reporter

March 29, 2022 | 3 min read

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FreeWheel, a division of Comcast – the major connected TV (CTV) intermediary that connects buyers and sellers – has launched an audience-based TV buying technology that it claims will unify planning across linear and CTV mediums, reducing duplication.

TV bounceback

FreeWheel has launched an audience-based TV buying technology

The launch draws upon proprietary viewership data from millions of households in order to customize what audiences see across multiple platforms. This boon to advertisers will enable brands to build and create custom activations and campaigns with direct access to publisher partners. FreeWheel states that its custom tech will better enable advertisers to connect with target audiences and cut out the middleman to secure a greater bang for the buck by uniting haphazard streaming viewers with broadcast schedules.

Jon Whitticom, chief product officer at FreeWheel, explained: “The problem historically has been that the two channels were working in siloes, so accessing the right inventory was complicated and opaque. Not any more; our solution unifies linear and CTV so that advertisers can easily maximize reach across screens with limited waste...”

Political advertisers are the first to benefit from the ability to curate and activate custom CTV audience segments using first- and third-party data, with the added bonus that buyers can export existing linear campaigns. Access to the technology for other business sectors will be introduced at a later date.

Last year, Freewheel pioneered a new addressability solution that promised to centralize linear and digital advertising.

Future of TV Adtech Media Planning and Buying

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Comcast Advertising is the advertising division of Comcast Cable. As a global leader in media, technology and advertising, Comcast Advertising fosters powerful connections between brands and their audiences as well as among publishers, distributors, MVPDs, agencies and other industry players. Effectv, its advertising sales division, helps local, regional and national advertisers connect with their audiences on every screen by using advanced data to drive targeting and measurement of their campaigns. FreeWheel, its media and technology arm, provides 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 goals – results for marketers. Comcast Cable, along with NBCUniversal and Sky, is part of the Comcast Corporation (NASDAQ: CMCSA). Visit to learn more.

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