FreeWheel Will Use Nielsen's DMP Integration for Improved OTT Measurement

Comcast-owned ad-tech outfit will target advanced audience segments on connected devices

FreeWheel will use the Nielsen data management platform to build and target advanced audience segments on connected devices such as over-the-top TV screens and other types of digital video opportunities.

Per the terms of the partnership, Nielsen’s DMP will provide advertisers using FreeWheel Markets with insights on media consumption and purchase data to help them better hone their ad campaigns as well as measure outcomes.

The Nielsen DMP and FreeWheel’s server-to-server integration also lets advertisers optimize their ad campaigns in real time across all CTV, OTT and digital video channels in a bid to improve campaign responsiveness and performance, according to the pair.

These targeting capabilities will also be made available through FreeWheel’s suite of advertising tools, dubbed as DRIVE, with Neil Smith, general manager of FreeWheel Markets dubbing the integration as an important milestone towards the Comcast-owned

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