In the latest example of companies building the infrastructure to bridge traditional TV advertising into the digital realm, Comcast’s ad tech arm FreeWheel has created a digital video marketplace for advertisers, especially local TV buyers, to extend their linear TV campaigns to run across connected TVs, websites and mobile apps.

The 1,200-plus media buying companies, including agencies and brands, that use FreeWheel’s Strata platform to plan their TV buys are now able to check a box to add digital video inventory to a campaign through a deal with demand-side platform, according to Judd Rubin, svp of revenue and marketing at FreeWheel’s buy-side division FreeWheel Advertisers. The addition of digital video inventory is meant to help ease local TV advertisers, such as regional auto dealerships and home services business, into online by using their linear TV buys as a baseline for the digital buy.

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