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Discovery partners with Freewheel for ad management on cable networks

Discovery has announced a multi-year partnership with Comcast’s ad tech business FreeWheel.

The deal will see FreeWheel provide its unified decisioning platform to enable ad management for Discovery’s cable networks. 

A statement from the companies said that the two are working together on addressable advertising for Discovery’s Discovery GO streaming platform, and that they are looking to bring this capability to its programming delivered via traditional linear distribution and VOD. 

Keith Kazerman, EVP digital sales, advanced advertising and research at Discovery said: “As we are building the advertising solutions of the future, the industry needs to accelerate the innovation around technology, measurement and targeting. There is too much value being left on the table and Discovery is committed to supporting the next generation of innovators across the industry. FreeWheel has been a strong partner over the years, and their work to integrate the tech stacks of our expanded portfolio, while complicated, has been seamless.

“The resulting, combined Discovery platform offers advertisers the necessary scale and intelligence to reach their customers across the array of data-enabled delivery channels that are redefining the way television is bought and sold.”

James Rooke, general manager, FreeWheel Publishers said: “It’s great to work with partners who share the same focus on innovation and industry leadership. The work that we have done together, and continue to expand upon, is truly changing video advertising for the better. We are proud to call Discovery a client and look forward to the exciting advancements on the horizon.”