FreeWheel’s programmatic buying platform, Beeswax, and ad-tech platform Direct Digital Holdings have partnered to expand Beeswax’s connected TV ad inventory, including reach to
multicultural audiences.
The diversity expansion comes through Beeswax’s integration of Direct Digital Holdings’ Colossus SSP, a supply-side platform (SSP) that works with both
multicultural and general market publishers.
In addition, on the buy side, Direct Digital Holdings’ digital marketing companies, Orange142 and Huddled Masses, will work with Beeswax to
serve CTV ad placements for marketers.