• by Karlene Lukovitz  @KLmarketdaily, March 29, 2022

Comcast’s FreeWheel has added self-service capabilities for political advertisers planning unified, audience-based connected TV (CTV) and linear TV buys on its platform.

FreeWheel says it plans to make the solution available for non-political advertising sectors sometime after this year.

The self-service mode gives political advertisers using FreeWheel’s Strata technology streamlined access to participating publisher partners to build custom audience segments and activate CTV campaigns with deduplicated reach to linear TV.

FreeWheel is the only platform that incorporates segments based on aggregated Comcast viewership data from millions of homes, used to equivalize audiences across linear and CTV, according to the company.

Comcast’s ad sales division, Effectv, is marketing the solution.