FreeWheel Integrates Beeswax Technology Months After Acquisition


NEW YORK — FreeWheel has integrated a key set of technologies into its platform to enable its clients to programmatically acquire incremental inventory and extend audience reach in a single workflow.

By integrating Beeswax bidding capabilities into its supply technology, FreeWheel says it is investing in the future of programmatic trading as a cornerstone of the television marketplace.

The new integration, the Comcast-owned entity says, will provide a way for media owners and sellers who use FreeWheel’s publisher technology for management and optimization of their own inventory to access additional premium TV and video inventory directly through FreeWheel.

By automating campaign extension using advanced bidding algorithms, publishers will be able to fulfill advertising campaigns across available pools of inventory throughout the media ecosystem, FreeWheel adds.

“When we acquired Beeswax earlier this year, we recognized that its leading bidding technology could be used to improve the value that our platform provides to our customers,” said FreeWheel GM Dave Clark. “Now, with our recently completed integration, this value proposition is real – a unified inventory view, unified optimization, and unified measurement across inventory sources and screens, within a single system. This advancement will bring immediate, meaningful change to our customers and the industry.”

As such, FreeWheel’s publisher customers are now able to deliver against both their own inventory and third-party inventory with the same creatives, workflow, frequency capping,
budgeting, and pacing.

“With bidding technology built right into the platform, users will have a unified view of all their inventory sources and optimize campaigns for performance and profitability,” FreeWheel says.

FreeWheel is currently piloting the product with select customers with plans for a full rollout in early 2022. The pilot is part of a multi-staged initiative as FreeWheel aims to bring enhanced programmatic technology to premium advertisers and publishers to connect multiple parts of the TV and video advertising ecosystem.