Tegna, FreeWheel Extend Ad Automation Agreement

January 7, 2021
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Deal includes Tegna’s CTV/OTT Premion platform

Tegna and Comcast’s FreeWheel said they extended their agreement under which Tegna takes advantage of FreeWheel’s automated systems, which makes it easier for agencies to buy advertising from Tegna’s local stations.

The new deal gives media buyers access to Tegna’s Premion CTV and OTT advertising business.

“The media industry has transformed over the past decade, and through our partnership with FreeWheel, we continue to show our customers that we are an industry leader,” said Kurt Rao, chief technology officer at Tegna. “Agencies are relying on automation more than ever. With FreeWheel, we are able to process orders more quickly and more efficiently for our agency partners across our marketing and advertising solutions, including Premion.”

Premion will continue to use FreeWheel’s Strata ad management platform to connect the 1,100 agencies that use Strata to access Premion’s video inventory from more than 125 premium publishers.

“Advertisers are seeking efficiencies and simplicity in the planning and buying of CTV/OTT campaigns and our FreeWheel partnership facilitates the automation of buyer workflows,” said Tom Cox, president of Premion. “We look forward to strengthening this relationship to provide brands and marketers with more convenience, control, and broader access to Premion’s premium OTT inventory via the FreeWheel Agency platform.” 

Read the full article here at B+C.

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