FreeWheel to offer linear addressable solution with AMC Networks

Comcast-owned adtech company FreeWheel has announced a partnership with AMC Networks to offer a self-service linear addressable solution.

Freewheel said that the offering “will allow programmers to unlock previously hard-to-access inventory for monetisation purposes as well as provide ease of management for multi-screen campaigns.”

The solution promises to solve the problems facing programmers, including access to addressable advertising across all of their inventory supply pools and providing a way to break down individual ad units into impressions.

The new tech will allow advertisers to make real-time decisioning, take control of their inventory and allow them to use an automated schedule. 

Mark McKee, general manager, FreeWheel, said: “We’re approaching an inflection point in addressable advertising. Interest and spend in this sector is growing, and until now, programmers have been constrained by a lack of scale. At FreeWheel, our purpose is to better connect buyers and sellers with solutions that make TV advertising more efficient, and we believe this new solution will go a long way in achieving that goal for linear addressable and the industry.”

AMC Networks part in this is to offer three national addressable slots in every hour of original programming on AMC and WE tv. Amazon has signed up as the first advertising partner to utilise the platform. 

Evan Adlman, senior vice president of advanced advertising and digital partnerships for AMC Networks, said: “As we are demonstrating with our own inventory every day, addressable advertising has arrived, and now the next step is making it even more widely available and easier to buy. We are thrilled FreeWheel agreed to partner with us to expand access to this superior approach to television advertising, unlocking inventory that allows businesses to deliver more relevant and targeted messages to viewers across the country.”

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