Content giant Viacom has inked a multi-year agreement with FreeWheel to use its operating system to manage yield and grow revenue across live TV, set-top box (STB) and video-on-demand (VOD) inventory.
Viacom already uses FreeWheel to power digital ad decisioning, and now the latter will integrate with and power Viacom’s data platform, Viacom Vantage. In addition, Viacom will use FreeWheel parent Comcast’s anonymised STB data to improve precision in addressable TV targeting.
“As we looked at our own business, which is about reaching highly engaged audiences viewing long-form content across a variety of screens, we wanted the ability [to monetise them] everywhere, whether it was on-demand or live TV,” said Viacom ad sales COO John Halley. “This is an alignment around the vision of the future of the TV ecosystem.”
“The vision we see from a lot of heads of sales and CFOs right now is, the faster they can get to that ability to run one campaign across their entire portfolio of assets, the better,” added David Clark, EVP and GM of FreeWheel. “Meaning, you need a solution that works in all three environments, including linear, set-top box and VOD. Then, you also need a data strategy built on top of actual viewing data.”
Source: https://www.rapidtvnews.com/2018042451808/viacom-expands-freewheel-relationship.html#axzz5DaSImrap