FreeWheel Unifies Direct, Programmatic TV Buys

Comcast’s FreeWheel is releasing a platform that unifies the way it handles decision making for TV commercials bought both directly through traditional media sales channels and via programmatic technology.

NBCUniversal, also owned by Comcast, and The Trade Desk, a large demand-side buying platform, have both signed up to use FreeWheel’s new unified decisioning.

The solution has been in pilot since April with A+E.

For an overview of the product and its road map, we spoke with FreeWheel’s Geoff Wolinetz, SVP, Client Relationships/Head of Revenue at FreeWheel.