The Popular Cable Provider to Power OTT Advertising

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OTT Video Advertising

One of the popular internet and cable providers, Comcast®, who often comes up with the best cable deals is currently collaborating with Hearst Television in order to power an OTT video advertising system. Note that Hearst television is one of the best broadcasting company in the United States and is owned by Hearst Communications. The company owns and functions radio and TV stations serving more than 21 million households across 39 states in the nation. With this latest collaboration, Hearst television will be able to power its Hearst Anyscreen over the top video solutions to the advertisers by means of the Freewheel technology and Marketplace partnership of Comcast®.

It is to be noted that the FreeWheel is a Comcast® company that is designed to provide solutions to advertisement companies in order to meet their business goals. In addition, Hearst Anyscreen is a market place for connected TV ads. The main objective of this deal is to enhance the premium content advantage of Hearst television. In order to achieve this objective, Anyscreen will employ the MRM (Monetization and Revenue Management) platform of FreeWheel.

In other words, the Hearst Television will be able to enhance the accessibility of advertisement inventory at its existing properties with its integration with Comcast®. Plus, the telecommunication company can use additional inventory sources for their Over-the-top advertisement campaigns by employing the FreeWheel marketplace. This is just the first stage of their collaboration and the companies are all set to focus on the unification of the linear TV inventory and the digital media in the upcoming stages. FreeWheel described this collaboration with Heart television as their first step towards the development of local broadcast inventory.

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Connected TV Ads

The Director of Advertisement Products at Hearst Television, Mr. Adam Noble stated, “Keeping pace with the expectations of the marketplace, we are constantly evolving and improving Hearst Anyscreen to the highest standards of inventory quality and reporting transparency. Our integration with FreeWheel enables an improved connection to premium inventory from natural partners such as A+E Networks, and opens up additional supply from preferred partners while maintaining the same high standard of quality and compliance that we have always offered our clients.”

Regarding the partnership, the General Manager of FreeWheel Publishers, James Rooke said, “Our work with Hearst fits perfectly with our overall objective of allowing television to operate with the ease of a platform while delivering targeted audiences at scale. In this case, we’re thrilled to be helping to ensure that local advertisers can use TV and video to meet their specific marketing objectives.”

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