Dish, FreeWheel Partner On Tech To Integrate Traditional, Addressable TV Buys

Dish Media is partnering with Comcast’s FreeWheel on a new technology for optimizing campaigns across traditional, demo-based buys and household-level, addressable TV campaigns.

According to FreeWheel, the solution eliminates the need for  distributors to use one tech platform to manage and schedule linear TV spot inventory, and another to manage dynamically-inserted addressable inventory.

Dual platforms tend to create supply and pricing conflicts, clearance issues for preemptible campaigns, and inconsistent delivery of addressable campaigns.

A unified view across both sets of inventory “allows us to help advertisers as they look to use TV’s full-funnel capabilities — everything from national linear to targeted, addressable,” stated Kevin Arrix, senior vice president of Dish Media sales, in announcing the partnership. “FreeWheel’s solution can help assure we have the inventory to meet both rating and impression goals, for linear and addressable, while also helping control reach and frequency, which translates to a better experience for the viewer.”

The solution incorporates inventory availability, viewership forecasts and sales order data, among other inputs.

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