Comcast’s FreeWheel teams with smart TV data company Inscape, rebrands media sales

During its newfronts presentation, FreeWheel also announced the launch of rebranded FreeWheel Media sales team. (FreeWheel/Comcast)

Comcast’s ad tech division FreeWheel is partnering with Inscape, a smart TV data company owned by Vizio, to gain access to the company’s more than 10 million smart TVs in the U.S.

Per the terms of the deal, FreeWheel can use Inscape’s opt-in smart TV viewership data (which uses automated content recognition technology) for modeling representativeness for demographic and consumer audience segments used for selling national TV advertising. That model will cover U.S. TV viewing data in all 210 DMAs, for all major cable, satellite and telco pay TV distributors, and over-the-air TV households.

FreeWheel said it will use those models to help forecast national U.S. delivery of demographic and consumer-segment-specific ad impressions for its customers including NBCU, Fox, Discovery, Scripps and Viacom in the U.S.

FREE DAILY NEWSLETTER

Like this story? Subscribe to FierceVideo!

The Video industry is an ever-changing world where big ideas come along daily. Cable, Media and Entertainment, Telco, and Tech companies rely on FierceVideo for the latest news, trends, and analysis on video creation and distribution, OTT delivery technologies, content licensing, and advertising strategies. Sign up today to get news and updates delivered to your inbox and read on the go.

“While FreeWheel sets the standard for so much of the broader TV economy, using Inscape viewing data will help to bolster the quality, speed and reliability of FreeWheel’s advanced TV advertising offerings and ability for marketers to reach consumers across the new TV landscape,” said Jodie McAfee, SVP of sales and marketing at Inscape.

RELATED: CBS, Comcast, Disney and others form addressable advertising standards group

FreeWheel and Inscape’s new agreement arrives in the same week that FreeWheel was announced as one of the media partners for Inscape’s Project OAR (or Open Addressable Ready), a project aimed at developing an open standard for addressable ads on smart TVs.

During its nowfronts presentation, FreeWheel also announced the launch of rebranded FreeWheel Media sales team. FreeWheel has been operating a media sales business since its acquisition of StickyAds in 2016, which it consolidated with Strata, Adazzle, VisibleWorld and AudienceXpress under FreeWheel in 2017.

But the rebranding is intended to solidify its investment and offer the combined solutions to the TV and video marketplace for ease of transaction for the buy-side.

Suggested Articles

Amazon is adding the MLB.TV streaming service to its Prime Video Channels lineup, giving users the ability to sign up for the service on Amazon’s platform.

The Walt Disney Company has taken ownership of several 21st Century Fox entertainment assets. Now, the company is full steam ahead on streaming.

Despite an ever-growing array of OTT streaming video services in the U.S., the average amount of money consumers spend on OTT services has stayed flat.