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Channel 4 taps FreeWheel for unified ad platform

UK broadcaster Channel 4 is to use video technology specialist FreeWheel’s advertising management platform to deliver a unified advertising platform across its digital activities.

Channel 4 will use FreeWheel’s Monetisation Rights Management platform to consolidate its ad operations for Channel 4, E4 and Film 4. FreeWheel says the migration will give the broadcaster more options in managing ad rights for its 4oD video on demand service, display advertising across its network web sites, and video content syndicated to partner sites such as YouTube

“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,” said Barry John, advertising operations and inventory controller, Channel 4. “FreeWheel’s technology allows us to tie all of that together, so that we can better manage our ad selling process and maximise the revenue generated from our video content.”