FreeWheel and Simpli.fi Partner for Programmatic CTV

For Mark McKee FreeWheel39s US chief revenue officer the importance of this partnership is clear quotThe FreeWheel Strata platform has about 1200 agencies largely local agencies that transact across all formats from print to TV to digitalquot he explained quotWith all this fragmentation we focused on how we could make the process easier for those who use it One of the partners that we identified is Simplifi recognizing the role that they play and the offerings that they bring to this very tailored group of buyers and agenciesquotThe reception from the marketplace has been impressive quotWe have more than 200 clients that have taken advantage of the integration with Simplifiquot McKee saidquotThe biggest change we39ve seen in the last 12 months in programmatic connected TV advertising is the increase in highquality inventoryquot added Simplifi39s CEO and CoFounder Frost Prioleau quotWe were starting to see increased inventory before the pandemic that just accelerated throughout the pandemic With more highquality inventory available advertisers are able to target precise audiences at a scale that they havenamp8217t seen before This targeting at scale coupled with attribution that enables direct measurement of increases in web site conversions foot traffic and other metrics is what is driving the growth of connected TV advertisingamp8221When McKee looks at the current TV marketplace and how it has evolved over the past couple of years he sees that quotthere are a few areas of priority that have had ripple effects with audience and automation getting the greatest amount of focusquot he said quotConnected TV and the rise of directtoconsumer offerings over the last two years has really catapulted adoption of new forms of TV and given rise to more fragmentation so the need for consistency how people buy and sell is something of great importancequotMcKee noted that the partnership with Simplifi enables small and local advertisers quotto look at their audiences in a much more holistic fashion and plan and execute against them From a measurement and data perspective the Simplifi product does a great job of automating the buying and execution process as well as the management of itquotFreeWheel worked with Simplifi to create a custom quotminimarketquot order form directly in the Strata platform offering agencies more choices and control throughout the entire buying processamp160 This feature enables buyers toamp160select prepackaged inventory packagesamp160from Simplifi as well asamp160specify granular audience pricing and geotargeting data points all without leaving their existing workflowquotAgencies and other mediabuying organizations need tools to be more effective and efficientquot Prioleau added quotStrata does a great job across many of the pieces Our partnership enables agencies to extend those efficiencies into their programmatic buying of connected TV with workflow that is very similar to how they buy linear TV and to achieve efficiencies with other digital formats like mobile and displayquotamp160When asked about what the future might bring both McKee and Prioleau were circumspectquotProgrammatic connected TV will continue to grow quickly and buyers will look for ways to integrate their connected TV and linear TV buysquot Prioleau predicted quotBuyers will be looking for tools that help them buy seamlessly across all TV formats whether that39s streaming live linear or some other format and being able to not only target audiences across all those but also cap frequency and measure and deliver attribution across all TV typesquotquotThe growth of addressability both on linear and digital is going to fundamentally change the way TV is bought and soldquot McKee replied quotThis will require a lot of creative development and innovation because it39s really changing the workflow that everyone currently has whether it is the homegrown system that has been developed or the technology solutions they use today It will make a lot of the convergence components that Frost mentions much more automatedquotAccording to McKee this is vital because without the full rollout of automation addressability won39t scale quotThe ability to say 39I reached this audience and it converted or drove the ROI that I wanted39 will become easier over the next two to five yearsquot he concludedClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160amp160

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FreeWheel and Simpli.fi Partner for Programmatic CTV

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Charlene Weisler

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