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

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

Nielsen can already measure VOD content ratings, but the FreeWheel partnership will also allow it to track ads on the platform. Photo Illustration: Tenzin Tsepel; Sources: Getty Images, FreeWheel, Nielsen

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.

@ronan_shields ronan.shields@adweek.com Ronan Shields is a programmatic reporter at Adweek, focusing on ad-tech.