FreeWheel launches preferred partners initiative

James Rooke

James Rooke

Video advertising management specialist FreeWheel has launched a preferred partners initiative for supply-side platforms, with and SpotX becoming the first players to sign up.

FreeWheel will offer customers who want to work with an supply-side platform the ability to do so via integrations with participating platforms that go beyond what is currently available as standard partner integration in the FreeWheel core platform, according to the company.

“There is growing need for publishers to manage their inventory across traditional and programmatic sales channels in order to maximize demand and ensure efficient and transparent delivery. FreeWheel is delighted with the opportunities to partner with best-of-breed SSP partners to offer clients smarter integrations that enhance the value of our platforms across different deal types,” said James Rooke, General Manager, Marketplaces, FreeWheel.

“As we are both supply side only software companies, we are delighted to be asked to participate in FreeWheel’s Preferred Partners Initiative. We are convinced that it can benefit both companies’ clients, most notably the largest TV broadcasters. The combination of advanced programmatic capabilities in terms of guaranteed buy through deal IDs with upfront buys will offer TV broadcasters the most sophisticated monetization solution,” said Hervé Brunet, CEO and Co-founder at

“Exciting time lies ahead with both rapid changes and great opportunities in the premium video marketplace’’ said Sean Buckley, SVP, Platform and Global Supply, SpotX. ‘’We are pleased to have the opportunity to partner with FreeWheel and explore ways to improve automation as programmatic becomes an increasingly larger component of today’s marketing mix.”

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