• by Karlene Lukovitz  @KLmarketdaily, December 5, 2023

Comcast-owned ad-tech platform FreeWheel has launched a direct integration with global programmatic advertising marketplace Index Exchange.

The new direct integration represents an expansion of FreeWheel's relationship with Toronto-headquartered Index Exchange, which focuses on helping marketers reach consumers across all screens, in all formats.

The integration is designed to further improve interoperability across premium TV and streamline connected TV buying by allowing Index to strengthen its direct connections with major streaming TV programmers, according to the companies.

It should result in “greater transparency, efficiency, and simplicity" for FreeWheel clients’ inventory through unified ad decisioning within FreeWheel’s TV platform, as well as improve consumers' viewing experience, said Matt Clark, vice president, strategic partnerships, FreeWheel.