Redbox, the US entertainment company, has announced it will partner with FreeWheel, a Comcast Company that provides global technology solutions for the future of television advertising, to integrate programmatic technology across Redbox’s free streaming platforms. Through this technology, advertisers will be able to access and buy Redbox inventory – both nationally and locally— and target specific audiences.
Redbox offers two free streaming options – AVoD which contains thousands of free movies, and FAST (Free Ad Supported Television), which has over 100 free channels. The company has been rapidly expanding both areas through content deals with studios and networks. As Redbox focuses on continuing to expand to local markets nationwide, FreeWheel’s partnership across the ecosystem will enable advertisers, demand side platforms (DSPs), and buyside systems to easily access Redbox inventory.
“Redbox selected FreeWheel for a number of reasons, including its unique industry approach to programmatic technology,” said Jason Kwong, Chief Strategy and Digital Officer, Redbox. “As we continue to ramp efforts in the free streaming space, we knew FreeWheel would accelerate our advertising capabilities and allow advertisers to easily micro-target viewers across all our streaming platforms. We’re excited to partner with them and to further grow our business.”
“Redbox has put a lot of focus on their growing advertising business, and with that comes the need to monetize their vast amount of inventory,” said Dave Clark, General Manager, FreeWheel. “We are thrilled to be working with the team at Redbox to scale their national advertising footprint across local markets, as well as facilitating unique local demand in ways that work best for their business. As FreeWheel continues to expand our focus and enable better connection across the ecosystem, Redbox is an ideal partner.”