• by Karlene Lukovitz  @KLmarketdaily, October 16, 2023

A new integration enables users of Activate, an end-to-end direct-buying solution from supply-side platform PubMatic, to have direct access to premium publisher connected TV ad inventory through Comcast-owned television tech platform FreeWheel. 

According to the companies, this will allow ad buyers working with PubMatic enhanced, streamlined transactions across a larger, more diversified pool of premium CTV ad inventory, while giving Freewheel publishers access to campaign budgets available only through Activate. 

FreeWheel has been an important PubMatic partner for many years, and we look forward to deepening our relationship through this integration, giving buyers more control over their CTV investments,” said Nicole Scaglione, VP, CTV/OTT and Video, PubMatic.

Activate, positioned as a supply-path optimization solution, was launched in May to offer direct-deal capabilities including programmatic guaranteed and private marketplaces.