Press release
FreeWheel Launches New Solutions for Advertisers to Leverage CTV as a Performance Marketing Vehicle
The Performance Suite, available within FreeWheel’s Beeswax, enables automated and precise campaign optimization and measurement on CTV. NEW YORK--(BUSINESS
About this update from Comcast Corporation
[{"type":"text","content":"\nThe Performance Suite, available within FreeWheel’s Beeswax, enables automated and precise campaign optimization and measurement on CTV.\n\n\n NEW YORK--(BUSINESS WIRE)--\nFreeWheel, a global technology platform for the TV industry, announced today the availability of the Performance Suite with solutions created for activation on its demand-side platform, Beeswax. The Performance Suite offers off-the-shelf, machine learning-based solutions, in addition to Beeswax’s tried and true customizable tools, designed to help buyers reach their CTV performance goals.\n\n\nWith ongoing concerns around signal loss and lack of deterministic identity used to represent the household, buyers face inaccurate targeting, understated reach, and incorrectly attributed conversions. Underpinned by FreeWheel’s unique identity solution, the FreeWheel Identity Network, the Performance Suite tackles these challenges by enabling more precise targeting, optimization, and measurement through the use of both deterministic and probabilistic identity resolution within the system.\n\n\n“The shift in CTV viewership brings new ad opportunities, but also presents challenges: CTV buyers primarily lean on IP addresses to reach households, however, IPs are not a stable identifier. This makes it difficult for buyers to accurately target and measure users at the household level. That being said, measurable results and the ability to optimize effectively remain non-negotiables for performance marketers,” said Mark McKee, General Manager FreeWheel. “With that in mind, we created an advanced set of results-driven, efficient, and transparent tools for performance marketers to accurately achieve their campaign goals while maximizing their budgets.”\n\n\nWith the Performance Suite customers can:\n\n\n\nReach CTV Performance Goals: Allows for precise audience targeting, greater reach, and more measurable conversions. The FreeWheel Identity Network enables household targeting, optimization, and measurement on CTV with a combination of first-party IDs permissioned for use from FreeWheel’s portfolio of premium publishers, buyers’ first-party IDs, and industry-leading identity graphs in a privacy-centric manner.\n\n\n\nOptimize Efficiently: Take advantage of a custom bidding strategy without all of the custom work. The Performance Suite’s off-the-shelf, advanced machine learning...