Hearst Television, the Hearst subsidiary that owns and operates TV and radio stations in 26 markets, is tapping Comcast’s FreeWheel for its over-the-top video advertising solution.
As part of the deal, FreeWheel’s Monetization and Revenue Management (MRM) platform will power Hearst’s OTT ad product Hearst Anyscreen, providing expanded access to OTT inventory.
That inventory will include content from A+E Networks, the cable company that owns A&E, History, and Lifetime.
Hearst co-owns the A+E Networks with The Walt Disney Company.
James Rooke, GM of FreeWheel Publishers, says the goal is to “enhance the value of local broadcast inventory.”
Going forward, the companies will co-develop strategies “to further the unification of digital video and linear TV inventory, an area of focus for both companies.”