NEW YORK — A media buying collective built for independent agencies and mid-market advertisers has secured a new partnership with FreeWheel, the Comcast-owned global technology platform for the streaming advertising ecosystem.
The goal for Untapped Growth? “To democratize premium CTV advertising opportunities for brands of all sizes. Together, the two companies are working together to bring equitable access to media and transparent pricing to independent agencies and mid-sized brands.
“Independent agencies and mid-sized brands have long been boxed out of premium CTV opportunities,” said Brendan Clifford, Managing Partner at Untapped Growth. “This collaboration with FreeWheel changes that. We’re streamlining access to truly innovative CTV strategies, traditionally available to only the largest of agencies. This partnership is making it easier for advertisers to show up where their audiences are, offering transparency, efficient pricing and better outcomes.”
As the Comcast unit sees it, the partnership with FreeWheel allows advertisers to better reach streaming audiences with more relevant and targeted messaging. “In turn, publishers get access to diversified demand that provides a more varied and relevant ad experience for viewers,” it says.
