FreeWheel and Comcscore team up for CTV advertising

Ad tech outfit FreeWheel and Comscore have teamed up to expand connected TV contextual targeting capabilities available through FreeWheel’s demand-side ad tech platform, Beeswax.

Media buyers using the Beeswax platform now have access to Comscore’s Predictive Audiences and CTV brand protection offering. According to the pair, the new offering will help marketers more easily identify valuable impressions and reach the right viewers in a privacy-forward manner across a fragmented premium video ecosystem.

Beeswax clients are able to leverage Comscore’s taxonomy of attributes, which include Predictive Audiences, contextually driven audiences that cover all major industry verticals, bolstered by FreeWheel’s advanced technology, the companies said.

Beeswax users can customize settings based on their needs to ensure contextual relevancy and brand safety filters along with cookie-free audience targeting are applied according to the needs of each campaign, they said.

“This launch signifies a significant step forward for CTV advertising, as we continue to work alongside key industry partners to make programmatic CTV buying a more flexible, scalable and effective experience,” said Nicolas Mignot, VP Publisher, Sales & Strategy, International, FreeWheel.

“Comscore has the technology, profile data, and scale that Beeswax clients need to target their audiences within relevant content on premium CTV inventory. And, with these capabilities built directly into the Beeswax platform, it’s now easier than ever for buyers to connect with their desired audiences in a brand safe environment.”

Rachel Gantz, general manager, Activation Solutions at Comscore, said: “In today’s landscape, the industry calls for a cohesive way for advertisers to reach their target audiences at scale across all screens,” said “We are confident that with FreeWheel’s state-of-the-art technology and Comscore’s innovative CTV brand safety and unique-to-market Predictive Audiences, we will both be able to better support our clients in achieving campaign KPIs.”