FreeWheel this week announced a partnership with A+E Networks to pilot their unified ad decisioning engine that will allow buyers and sellers to transact across both direct sold and programmatic, marketplace-generated advertising demand. A+E Networks is a global content company with media including A&E, Lifetime, and HISTORY.
FreeWheel plans to expand its unified programmatic pilot program to other clients throughout 2019.
FreeWheel’s unified decision engine enables A+E Networks to consider the full pool of demand, including direct sold buys, and optimize across all business rules and requirements.
According to FreeWheel, a video publisher typically uses one tech platform to manage and schedule its direct-sold inventory, and another tech platform, or an SSP, to manage its programmatic demand from open exchanges and DSPs. This has led to clashes and conflicts between the two sales channels – resulting in pricing conflicts, TV-compliance issues, and negative user experience impacts.
“Holistic decisioning across sales channels helps buyers, sellers and the industry as a whole by reducing marketplace friction,” said Dave Clark, General Manager of FreeWheel. “Our pioneering work with A+E Networks focuses on uniting their various video sales channels to help them make the best choices for all advertisers, regardless of how the ads are purchased. This work parallels and enhances FreeWheel’s overarching efforts to offer holistic, cross-screen ad management across all video, from digital and OTT, to linear TV.”