FreeWheel Spins NBCU Networks Closer To Addressibility


Comcast’s FreeWheel ad placement offering is now being charged with leading “ad decisioning” across the company’s NBCUniversal properties.

It is accomplishing the feat through the use of FreeWheel’s newly launched AutoScheduler technology.

It’s an automation tool. And, Comcast says, it gives NBCUniversal clients a more streamlined way to purchase linear TV advertising, with digital ad insertion (DAI) and full linear/digital unification across the NBCU portfolio.

“The AutoScheduler tool streamlines NBCU’s scheduling process by analyzing ad breaks within linear campaigns, along with various configurable business parameters, and automatically filling the complete schedule,” Comcast says.

In short, it dynamically places spots across all of NBCU’s networks, “enabling more efficient delivery against a marketer’s target demographic.”

Ryan McConville, EVP of Ad Platforms and Operations at NBCUniversal, says, “With the same discipline and response time as a digital ad server, the AutoScheduler technology will help clients reach their target demos across linear with accuracy and precision. The technology was built to align optimization capabilities of a linear traffic log with a modern-day ad server.”