• March 12, 2009

FreeWheel, whose Monetization Rights Management platform helps content owners and distributors to sell ad inventory, and Attributor Corp., a provider of content monitoring and monetization platforms, announced a strategic partnership on Wednesday. The alliance creates a mechanism by which content owners and distributors can identify and monetize their user generated video content.

Attributor delivers content identification and automated policy infrastructure that scales web-wide for content owners. FreeWheel selects high-yielding packages of ads from the sales forces and ad networks it knows are allowed to sell into a given piece of Attributor-identified content.

Headquartered in Redwood City, Calif., Attributor customers include The Associated Press, The Financial Times, Deutsche Presse Agentur and CondéNet.

Palo Alto, Calif.-based FreeWheel was founded early last year by three DoubleClick alums and digital media veterans. The company offers content owners, carriers, and distributors end-to-end video ad management technology, which attempts to simplify the task of managing video ad sales, ad serving, and ad sales rights across widely syndicated distribution channels.--Gavin O'Malley