A&E Networks has tapped video technology company FreeWheel to power advertising on the cable network’s mobile properties. FreeWheel’s Monetization Rights Management system will provide tools that allow A&E to more closely replicate TV commercial breaks in programming on mobile Web sites and apps.

It will also optimize ad loads based on frequency, and what ads will deliver the highest CPM for a given show and time.

The MRM technology will serve advertising on short-form and full-episode content across A&E’s mobile properties, including History, Lifetime and Biography, rolling out initially on iOS devices.

 “With an install base of more than a quarter of a billion devices, Apple iOS devices gives our television audience a complementary way to watch our programming, and we have seen amazing growth in the number of people who have done just that,” stated Lee Barstow, VP of digital ad operations and solutions for A+E Networks.

FreeWheel expects to benefit indirectly from the TV Everywhere model as cable companies and programmers push authenticated viewing across multiple devices. With other clients including ESPN, Turner Broadcasting System, Discovery Communications, and Fox, the company founded by DoubleClick alumni has raised about $29 million in venture funding to date.