FreeWheel, Comscore ad partnership
January 10, 2023
FreeWheel and Comscore have announced a partnership that expands the Connected TV (CTV) contextual targeting capabilities available through FreeWheel’s demand-side platform, Beeswax. Media buyers using the Beeswax platform now have access to Comscore’s Predictive Audiences and CTV brand protection offering. The new offering will help marketers identify valuable impressions and reach the right viewers in a privacy-forward manner across a fragmented premium video ecosystem.
“This launch signifies a significant step forward for CTV advertising, as we continue to work alongside key industry partners to make programmatic CTV buying a more flexible, scalable and effective experience,” said Nicolas Mignot, VP Publisher, Sales & Strategy, International, FreeWheel. “Comscore has the technology, profile data, and scale that Beeswax clients need to target their audiences within relevant content on premium CTV inventory. And, with these capabilities built directly into the Beeswax platform, it’s now easier than ever for buyers to connect with their desired audiences in a brand safe environment.”
The new contextual targeting offering is backed by Comscore’s contextual engine, which profiles of thousands of topics to provide an accurate appraisal of 1,700+ Predictive Audiences, content suitability and brand safety risks. Beeswax users can customise settings based on their unique needs to ensure contextual relevancy and brand safety filters along with cookie-free audience targeting are applied according to the needs of each campaign.
“In today’s landscape, the industry calls for a cohesive way for advertisers to reach their target audiences at scale across all screens,” said Rachel Gantz,
General Manager, Activation Solutions at Comscore. “We are confident that with FreeWheel’s state-of-the-art technology and Comscore’s innovative CTV brand safety and unique-to-market Predictive Audiences, we will both be able to better support our clients in achieving campaign KPIs.”