Modern Times Group (MTG) has teamed up with technology provider FreeWheel to make additional revenues from digital ad inventory across the Nordic markets and central and eastern Europe.
MTGx, MTG’s digital accelerator unit, will use FreeWheel’s monetisation rights management (MRM) technology to power its digital television ads in Sweden, Norway, Denmark, Latvia, Lithuania, Estonia and Bulgaria.
FreeWheel’s content monetisation and revenue operations capabilities allows partners to centrally administer insertion orders, ad sales rights, ad decision-making and insertion.
“We are thrilled that the European FreeWheel is experiencing such significant growth and are particularly proud to have been selected by MTGx, which continues to hold a stellar reputation for being innovative in its technology choices,” said Thomas Bremond, Managing Director, Europe, FreeWheel. “Having MTGx join FreeWheel’s roster of clients furthers our commitment to enhancing the advertising experience within all TV environments, in any format, and at any time.”