TEGNA signs with FreeWheel a new multi-year deal

TEGNA signs with FreeWheel a new multi-year deal

FreeWheel last week announced that it signed a new multi-year deal with TEGNA to transform and automate the way TEGNA’s buyers and sellers transact, including through CTV/OTT advertising platform Premion. TEGNA is a media company with 64 television stations in 51 U.S. markets.

According to FreeWheel, TEGNA will use FreeWheel’s Strata platform to process electronic orders through ePort, an automated platform that enables purchasing ads from local television stations, and Premion, from TEGNA, will continue to use FreeWheel’s Strata ad management platform to enable more than 1100 agencies to access to Premion’s video inventory from more than 125 publishers.

Premion was launched in 2016 by TEGNA. Premion is an ad platform for regional and local advertisers. Gray Television acquired a minority stake in Premion in 2020. Premion has directly-sources inventory from more than 125 publishers.

“Advertisers are seeking efficiencies and simplicity in the planning and buying of CTV/OTT campaigns and our FreeWheel partnership facilitates the automation of buyer workflows," said Tom Cox, president of Premion. "We look forward to strengthening this relationship to provide brands and marketers with more convenience, control, and broader access to Premion’s premium OTT inventory via the FreeWheel Agency platform.”

“At FreeWheel, we pride ourselves on our ability to build more efficient and streamlined connections between buyers and sellers,” said Ian Banks, business development manager, FreeWheel. “Through our partnership, TEGNA and Premion are able to offer clients a completely automated and efficient experience from start to finish – including advanced capabilities like data-focused solutions. This is the future of our industry.”

This month, TEGNA renewed a multi-year agreement with Nielsen to provide TV ratings.

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