• by Laurie Sullivan  @lauriesullivan, May 11, 2023

Marketers working with global ad-tech company Quantcast now have access to premium programmatic video supply across all personal screens and devices, including over-the-top (OTT) and connected television (CTV), as part of a new partnership deal with FreeWheel.

Konrad Feldman, CEO at Quantcast, believes CTV’s rapid expansion and growth continues to transform the digital and TV ad sectors. “By teaming with FreeWheel, we can better support our advertisers to reach consumers across even more engagement and connection points,” he says.

The deal, announced Thursday, gives advertisers direct access to global premium video supply and publishers. It comes as advertisers increasingly seek effective performance and audience deduplication across digital channels.

Through this partnership, marketers can use Quantcast’s artificial intelligence (AI) and machine-learning capabilities to drive the best outcomes by connecting with the right audiences across FreeWheel’s supply of premium video, extending inventory reach beyond native, display, mobile and online video.

This partnership marks the first time the two companies have worked together.  And while the partnership will not take effect until the third-quarter of 2023, the advance announcement gives brands and publishers time to learn more about the solution, as well as prepare for upcoming campaigns, including potential upfronts.

FreeWheel does have similar partnerships with other demand side platforms, and gives marketers the option to directly connect to supply through their preferred DSP.  

Quantcast has similar CTV partnerships with SpotX, Index Exchange, OpenX, and Unruly, among others.

Quantcast has been building its business to drive global growth. In March, the company appointed Andrew Double as VP of commercial in North America to lead the sales team.

Reporting to Feldman, Double draws on extensive experience in market expansion and business growth.

And in September 2022, Quantcast named Deb Stambaugh to chief marketing officer, also reporting to Feldman. Stambaugh is a board member of the Ad Council. She brought experience from Samsung Ads, r4 Technologies, SAP, IBM, among others.