The Comcast-owned NBCUniversal Owned Television Stations are getting a little cozier with its cousins at FreeWheel, Comcast’s ad marketplace designed for local and regional Connected TV and OTT advertisers.
A multi-year deal is in place that is designed to make it easier for advertisers to access and transact with NBC Spot On’s premium inventory — across every DMA — by way of the Strata platform.
Specifically, FreeWheel’s OTT/CTV advertisers can get access to NBC Spot On’s fully owned or directly purchased, long form, premium inventory to activate campaigns across any DMA and NBCUniversal’s Regional Sports Network group.
“Our partnership with FreeWheel allows us to double down on our efforts to make NBC Spot On the platform of choice for agencies that want to complement their linear buys with the diversified CTV audience that NBC Spot On can deliver to help advertisers achieve targeted audience reach with precision and scale,” said Shawn Makhijani, SVP of NBC Spot On.
FreeWheel Chief Revenue Officer Mark McKee added, “Connected television continues to grow as a medium and has established itself as a crucial part of the advertising mix. In addition, owned station inventory has never been more attractive to buyers as viewers turn to their local broadcast stations to find out what is happening, day by day, in their communities. We are proud to partner with NBC Spot On to streamline discovery and access to their inventory, as we know it only makes the television platform stronger.”