First Party Identity Data & Privacy Comcast

FreeWheel rolls out interoperable ID for advertisers


By John Glenday, Reporter

June 22, 2022 | 3 min read

FreeWheel, the Comcast-owned video buying platform, has announced a new identity initiative to help glue the fragmented TV ecosystem back together.

Man pointing a remote control at a TV

FreeWheel is rolling out interoperability, connectivity and scale for advertisers / via Unsplash

Emphasizing interoperability, connectivity and scale, the new system will empower advertisers to match first- and third-party data with a multitude of ID systems put in place by data services and platforms such as Blockgraph, Experian, LiveRamp and TransUnion. The system also carries support for device identifiers such as cookies, mobile IDs and connected TV (CTV) IDs.

FreeWheel general manager Mark McKee said: “We are doing this to simplify workflows and create scale by driving interoperability across many of today’s leading ID solutions. The industry is growing more complex – from data points to endpoints, and everything in between. As an ecosystem connector, we hope to make the premium video space more seamless, efficient and, ultimately, more effective for both media buyers and sellers alike.”

Marketers are promised the ability to plan, target, pace and measure their data assets through the free exchange of information with publisher, operator and carrier data.

Jon Whitticom, chief product officer at FreeWheel, added: “With cookie deprecations on the horizon and privacy regulation evolving at a rapid pace, companies are leaning into first-party data solutions, often built on proprietary identifiers. As a result, the identity landscape has become highly fragmented.

“FreeWheel helps solve this by creating interoperability across various industry ID solutions, as well as traditional device IDs, utilizing advanced privacy methodologies and minimizing data leakage. This enables a buyer or seller to build a segment in nearly any ID space and execute using FreeWheel technology to provide the connective tissue across the television industry, enabling them to better reach their audience accurately and at scale.”

FreeWheel claims that its solution is built with privacy and data protection baked in, facilitating the employ of identity data in a safe and fully compliant manner. It arrives fresh from the reveal of new audience tech permitting buying across linear and CTV.

Last month FreeWheel’s Stefanie Briec talked to The Drum about the benefits of CTV.

First Party Identity Data & Privacy Comcast

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FreeWheel, A Comcast Company powers the technology, data enablement, and convergent marketplaces required to ensure buyers and sellers can transact across all screens,...

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