FreeWheel, the tech platform for the video advertising industry, and TV 2, the Norweigan commercial broadcaster, have announced a partnership that will enable TV 2 to scale its monetisation strategies. The collaboration will empower the media company to increase operational efficiency while implementing FreeWheel’s technology to maintain high standards of data privacy. It will also give advertisers greater access to TV 2’s inventory while retaining transparency and control over its supply.

Through the partnership, TV 2 will leverage FreeWheel’s ad management platform. The platform allows media companies to make the most of their video assets by maximising yield, driving scaled demand, and ensuring a high-quality viewing experience.

With eight channels, a streaming platform, and a dedicated news service, TV 2 reaches more than 90 per cent of Norwegian households. It also holds broadcasting rights for various major sports events, including Norwegian football and international competitions.

“TV 2 prides itself on its connection with local and national audiences, and its high standards of programming, efficiency and data privacy,” said Marius Høgebøl, Sales Director, TV 2. “After evaluating a number of ad servers, we selected FreeWheel as our partner due to its advanced technologies and close alignment with our requirements.“

“We are delighted to partner with TV 2 as it seeks to boost advertising revenues through increased monetisation of its premium inventory,” added Stefan Beckmann, Senior Regional Director, Northern Europe at FreeWheel. “FreeWheel’s expanding presence in the Scandinavian markets will enable better advertising experiences for publishers, brands and consumers across the region, and strengthens our position as the leading advertising platform in Europe.”