Discovery and FreeWheel, a Comcast company, have announced a multi-year agreement under which FreeWheel will provide their unified decisioning platform to enable holistic advertising management for Discovery’s full roster of cable networks.
“As we are building the advertising solutions of the future, the industry needs to accelerate the innovation around technology, measurement and targeting. There is too much value being left on the table and Discovery is committed to supporting the next generation of innovators across the industry. 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, EVP Digital Sales, Advanced Advertising and Research, Discovery. “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.”
An increasingly important focus for Discovery is reaching viewers who watch programming via Discovery GO, the company’s TVE streaming platform, as well as viewers who access Discovery’s channels through a cable or satellite provider’s app. Apps allow advertisers additional addressable targeting capabilities that can be used to reach more precise audiences, or to build incremental reach among those unexposed or underexposed to a TV campaign. Discovery and FreeWheel have partnered to ensure these advertising opportunities can be realizsed across all of Discovery’s properties.
Given the value that addressability brings to advertisers, Discovery is also working with Comcast and FreeWheel to bring these capabilities to Discovery programming delivered via traditional linear distribution and VoD.
“It’s great to work with partners who share the same focus on innovation and industry leadership,” said James Rooke, General Manager, FreeWheel Publishers. “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.”