Video ad management platform FreeWheel, which is owned by Comcast, has acquired video SSP StickyAds.tv in order to strengthen its video capabilities and combine traditional with programmatic sales features.
FreeWheel acquires StickyAds
The deal aims to create an end-to-end solution which lets clients manage their cross-screen video inventory and access demand from any channel. At the same time, it ensures brand safety and a TV-compliant experience.
FreeWheel was purchased by Comcast two years ago for $360m as a means to enhance the firm’s online advertising personalisation and digital video capabilities. The addition of StickyAds shows the growing importance of mobile video and its growing domination of consumer time on mobile devices.
Doug Knopper, Co-founder and Co-CEO, FreeWheel, says:
“We are very excited to make this announcement. We are bringing together two companies who deeply understand the opportunities for the ‘New TV’ ecosystem on both sides of the Atlantic. StickyAds.tv has been a preferred SSP partner since September 2015 and in that short time we have been thoroughly impressed by both the quality of their platform and the knowledge of their team.”
Adding StickyAds directly benefits FreeWheel’s automated ad tech platform and offers publishers a way to maximise monetisation of video inventory across traditional direct sold and market demand sources. At the same time, it provides control, compliance and creative safety.
Hervé Brunet, CEO and Co-founder, StickyAds, adds:
“We are exceptionally excited to join FreeWheel and the Comcast Platform Services family. We are convinced that the combination of our companies will benefit our respective client bases, most notably the largest TV broadcasters. Our focus on a private exchange, service-side architecture is perfectly aligned with FreeWheel’s technology in addressing the specific needs of premium publishers.”