Comcast’s FreeWheel is deepening its integration with YouTube and YouTube TV, with a new set of ad serving features to drive better interoperability and scale for advertisers.
Part of the aim is simplifying the TV and video advertising ecosystem with automated video ad insertion and improved customer workflows between the two different ad serving systems. The new offerings will enable customers to maximize performance as they manage advertising on YouTube and YouTube TV.
Customers can access the enhanced features to manage their advertising on the two platforms starting this month.
“At FreeWheel, we’re continually looking for ways to improve and advance the television ecosystem,” said Mark McKee, general manager at FreeWheel, in a statement. “Many of our programmer clients rely on YouTube and YouTube TV to engage with their audiences, and so working with their core technology partner to monetize their inventory in these environments is critical.”
FreeWheel called out key enhancements such as improved segment capabilities for better personalization so advertisers can reach audiences with ads they might be interested in; frequency capping to limit the number of times viewers have to see the same ad; and enhanced APIs for hosting ad creative for better efficiencies.
Ensuring that TV ads have maximum performance is a critical strategy for evolving digital advertising, according to FreeWheel. And the company is touting new enhancements like optimizing how often the same ad is served and targeting parameters as enabling advertisers to more efficiently spend budgets while also keeping the audience experience at the forefront.