• by Karlene Lukovitz  @KLmarketdaily, June 21, 2023

FreeWheel has partnered with MediaScience to create a Viewer Experience Lab, with the goal of helping media companies ensure a quality advertising experience across traditional and emerging advertising channels. 

The Comcast-owned global ad-tech platform and the lab-based audience research firm plan to conduct quantifiable research to help advertising buyers and sellers understand the impact of different ad experiences on viewer experience and performance, including viewer response to new and evolving ad formats. 

The lab will also seek to develop solutions and interoperable technologies based on the research insights and encourage video content providers to implement best practices and provide seamless ad viewing experiences in a multi-platform, premium video ecosystem. 

The initiative, announced during Cannes Lions, has released a State of TV Advertising Viewer Experience Report, available free online, that summarizes and analyzes key viewer experience research to date.