• by Karlene Lukovitz , October 1, 2019

Discovery, Inc. has signed a multiyear deal to employ the unified decisioning platform of Comcast’s FreeWheel for ad management across its cable networks.

The Discovery platform resulting from a portfolio-wide tech-stack integration by FreeWheel “offers advertisers the necessary scale and intelligence to reach their customers across the array of data-enabled delivery channels that are redefining the way television is bought and sold,” stated Keith Kazerman, executive vice president digital sales, advanced advertising and research for Discovery, Inc.

Discovery says it’s focused on reaching viewers of its TVE streaming platform, Discovery Go, and those who access Discovery channels through cable or satellite provider apps, because apps “allow advertisers additional addressable targeting capabilities that can be used to reach more precise audiences, or to build incremental reach among those unexposed or underexposed to a TV campaign.”

Discovery reports that it’s also working with Comcast and FreeWheel to bring addressable capabilities to Discovery programming delivered via traditional linear distribution and video-on-demand.

In June, Comcast announced that it is spearheading an “On Addressability” initiative, with cooperation from Charter Communications and Cox Media, to develop a scalable addressable solution for the industry.