Press release

FreeWheel and A+E Networks Partner to Pilot Unified Video Ad Management Platform Across Direct Sold and Programmatic Demand

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Sponsored by Businesswire

Today, FreeWheel, A Comcast Company (Nasdaq: CMCSA), announced
its partnership with A+E Networks, a global content company comprised of
some of the most popular and culturally relevant brands in media
including A&E®, Lifetime® and HISTORY®,
to pilot their unified ad decisioning engine that will allow buyers and
sellers to seamlessly transact across both direct sold and programmatic,
marketplace-generated advertising demand.

This press release features multimedia. View the full release here:
https://www.businesswire.com/news/home/20190417005676/en/

What this means:

Typically, a video publisher uses one tech platform to manage and
schedule its direct sold inventory, and another tech platform, or an
SSP, to manage its programmatic demand from open exchanges and DSPs.
This has led to clashes and conflicts between the two sales channels –
resulting in pricing conflicts, TV-compliance issues and negative user
experience impacts. FreeWheel’s unified decision engine allows A+E
Networks to holistically consider the full pool of demand, including
direct sold buys, and optimize across all business rules and
requirements. This is important because a video ad decision cannot be
determined solely on the highest bid price. An effective video ad
decision must also consider TV-level compliance parameters, such as
competitive and category separation requirements and user experience
considerations, such as ad repetition and relevance.

“Holistic decisioning across sales channels helps buyers, sellers and
the industry as a whole by reducing marketplace friction,” said Dave
Clark, General Manager of FreeWheel. “Our pioneering work with A+E
Networks focuses on uniting their various video sales channels to help
them make the best choices for all advertisers, regardless of how the
ads are purchased. This work parallels and enhances FreeWheel’s
overarching efforts to offer holistic, cross-screen ad management across
all video, from digital and OTT, to linear TV.”

“We are focused on two key priorities: creating and maintaining a viewer
experience that leads to loyalty within our consumers, and delivering an
optimal ad experience for our advertising clients and partners,” said
Jason DeMarco, VP, Programmatic and Audience Solutions, A+E Networks.
“FreeWheel’s Unified Ad Management allows A+E Networks to maximize both
of these efforts within our digital footprint by improving ad frequency
and combining the benefits of programmatic buying with the assurances of
compliance and standards of quality.”

A+E Networks’ efforts with FreeWheel on unified ad management adds to
the network’s track record of innovation for its advertisers. A+E
Networks was one of the first media companies to embrace programmatic
platforms in an effort to offer greater addressability and accessibility
to advertisers. In addition, in last year’s TV upfront season, A+E used
audience-based buying to guarantee business outcomes. This pilot is
designed to expand upon that by supporting programmatic guaranteed buys.

FreeWheel plans to expand its unified programmatic pilot program to
other clients throughout 2019.

About FreeWheel

FreeWheel, A Comcast Company, empowers all segments of The New TV
Ecosystem. We are structured to provide the full breadth of solutions
the advertising industry needs to achieve their goals. We provide the
technology, data enablement, and convergent marketplaces required to
ensure buyers and sellers can transact across all screens, across all
data types and all sales channels, in order to ensure the ultimate goal
– results for marketers.

With offices in New York, San Francisco, Chicago, London, Paris,
Beijing, and across the globe, FreeWheel, A Comcast Company, stands to
advocate for the entire industry through the FreeWheel Council for
Premium Video. For more information, please visit www.freewheel.tv,
and follow us on Twitter and LinkedIn.

About A+E Networks

A+E Networks® is a global content company comprised of some
of the most popular and culturally relevant brands in media including A&E®,
Lifetime®, HISTORY®, Lifetime Movies, FYI™,
VICELAND®, Blaze™ and Crime+Investigation®. A+E
Networks’ portfolio extends across platforms and genres, with a
long-form production division, A+E Studios™; film division, A&E
IndieFilms®; long-form unscripted production unit, A+E
Originals™; and A+E Digital®, encompassing watch apps, games
and SVOD initiatives including Lifetime Movie Club and HISTORY Vault.
A+E Networks’ channels and branded programming reach more than 335
million households in over 200 territories in 42 languages. A+E Networks
has offices in the United States, the United Kingdom, Germany, Italy,
Japan, Korea and Singapore. A+E Networks is a joint venture of
Disney-ABC Television Group and Hearst. Follow us on Twitter at twitter.com/aenetworks
and Facebook at facebook.com/AENetworks