FreeWheel, a provider of video ad management and monetisation solutions, has announced the launch of its Preferred Partners Initiative for supply-side platforms (SSP).  StickyADS.tv and SpotX are the first SSPs that FreeWheel has invited to join.

“There is growing need for publishers to manage their inventory across traditional and programmatic sales channels in order to maximise demand and ensure efficient and transparent delivery,” said James Rooke, General Manager, Marketplaces, FreeWheel. “FreeWheel is delighted with the opportunities to partner with best-of-breed SSP partners to offer clients smarter integrations that enhance the value of our platforms across different deal types.”

Per the Preferred Partners Initiative, FreeWheel will offer customers who want to work with an SSP the ability to do so via integrations with participating SSPs that go beyond what is currently available as standard partner integration in the FreeWheel core platform.

“As we are both supply side only software companies, we are delighted to be asked to participate in FreeWheel’s Preferred Partners Initiative. We are convinced that it can benefit both companies’ clients, most notably the largest TV broadcasters,” said Hervé Brunet, CEO & Co-founder at StickyADS.tv. “The combination of advanced programmatic capabilities in terms of guaranteed buy through deal IDs with upfront buys will offer TV broadcasters the most sophisticated monetisation solution.

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