German media group ProSiebenSat.1 and Comcast-owned ad-tech firm FreeWheel have agreed a commercial partnership for pan-European advertising solutions.
The partnership will enable pan-European cross-media campaigns on TV screens through FreeWheel's technologies, offering an alternative to global platforms.
The FreeWheel technology will offer programmatically bookable advertising inventories of ProSiebenSat.1's linear TV channels, its ad-supported streaming service Joyn, and its CTV and online video offerings.
FreeWheel will also introduce ProSiebenSat.1’s Media Manager, developed by subsidiary Virtual Minds, to its existing European broadcaster clients.
"The additional partnership with FreeWheel will enable international cross-media advertising campaigns in TV, streaming and digital in the future. We are thus meeting the central demands for technological harmonisation and international scalability of advertising campaigns. The foundation is formed by FreeWheel's advertising technologies on the one hand and, in particular, by the cutting-edge Media Manager for programmatic booking of TV by ProSiebenSat.1,” said Markus Messerer, Chief Commercial Officer at ProSiebenSat.1.
Thomas Bremond, Managing Director, Comcast Advertising, International, said: “We are excited to evolve our long-standing partnership with ProSiebenSat.1 to power their linear addressable and CTV ad monetisation with our ad-decisioning and programmatic solutions. As innovative leaders in our respective fields, we have worked collectively to develop a solution for European broadcasters to equip them for the transition of the legacy linear business into a digitally convergent future. By fully deploying FreeWheel’s Streaming Hub, this unique solution will enable buyers to access and transact via a DSP, on a vast inventory pool combining CTV and linear TV inventories. At FreeWheel, and within the wider Comcast Advertising group, our goal is to simplify the world of multiscreen TV advertising, and this partnership further strengthens our commitment to doing so.”
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