Discovery, Inc. and Comcast’s FreeWheel have a new multi-year agreement to use FreeWheel’s unified decisioning platform for Discovery’s full roster of cable networks.
“FreeWheel has been a strong partner over the years, and their work to integrate the tech stacks of our expanded portfolio, while complicated, has been seamless,” said Keith Kazerman, executive vice president of digital sales and advanced advertising and research at Discovery, Inc., in a statement. “The resulting, combined Discovery platform offers advertisers the necessary scale and intelligence to reach their customers across the array of data-enabled delivery channels that are redefining the way television is bought and sold.”
Discovery is focused on reaching viewers who watch programming via Discovery GO, the company’s TV Everywhere streaming platform, as well as viewers who access Discovery’s channels through a cable or satellite provider’s app. Those apps provide additional addressable targeting capabilities for reaching more precise audiences or building incremental reach among those unexposed or underexposed to a TV campaign.
Discovery is also working with Comcast and FreeWheel to bring these capabilities to Discovery programming delivered via traditional linear distribution and video on demand (VOD). FreeWheel has made this a priority lately through Comcast Advertising’s On Addressability initiative announcement this past summer.
“It’s great to work with partners who share the same focus on innovation and industry leadership,” said James Rooke, general manager at FreeWheel Publishers, in a statement. “The work that we have done together, and continue to expand upon, is truly changing video advertising for the better. We are proud to call Discovery a client and look forward to the exciting advancements on the horizon.”