FreeWheel expands programmatic ad capabilities across live streaming events
The logo of Comcast’s advertising technology business unit, FreeWheel.
Comcast’s advertising technology business unit FreeWheel has lifted the curtain on a new set of products that will allow advertisers to buy programmatic commercial inventory against live events delivered over streaming channels.
Those live events include the 2024 Summer Olympic Games, which Comcast’s entertainment subsidiary, NBC Universal, holds the telecast rights to in the United States. This year, all games from the 2024 Summer Olympic Games will be streamed live on Peacock, Comcast’s direct-to-consumer service, with opportunities for advertisers to buy commercial slots before, during and after events.
“Streaming opened the path for publishers to transact programmatically within their highly valuable live inventory — but most programmers, understandably, took a walk, jog, run approach,” Mark McGee, the General Manager at FreeWheel, said in a statement. “Now, with advanced ad technologies, proven business models, and unprecedented scale of streaming audiences, we...
Comcast’s advertising technology business unit FreeWheel has lifted the curtain on a new set of products that will allow advertisers to buy programmatic commercial inventory against live events delivered over streaming channels.
Those live events include the 2024 Summer Olympic Games, which Comcast’s entertainment subsidiary, NBC Universal, holds the telecast rights to in the United States. This year, all games from the 2024 Summer Olympic Games will be streamed live on Peacock, Comcast’s direct-to-consumer service, with opportunities for advertisers to buy commercial slots before, during and after events.
“Streaming opened the path for publishers to transact programmatically within their highly valuable live inventory — but most programmers, understandably, took a walk, jog, run approach,” Mark McGee, the General Manager at FreeWheel, said in a statement. “Now, with advanced ad technologies, proven business models, and unprecedented scale of streaming audiences, we...
- 6/18/2024
- by Matthew Keys
- The Desk
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