Stagwell and FreeWheel Join Forces to Revolutionize TV Advertising Landscape
Stagwell has teamed up with FreeWheel to create a unified TV advertising infrastructure that spans connected TV, linear, and live sports. This collaboration aims to provide Stagwell agencies with direct access to FreeWheel's premium video and CTV supply infrastructure, enhancing transparency, reducing adtech fees, and simplifying access to high-value inventory. The integration will see FreeWheel's Curation Hub and Buyer Cloud integrated into Stagwell's media acquisition layer to power Stagwell Curate, a central marketplace for curated premium supply within the Stagwell network. This platform will enable agencies to collaborate more closely with publishers, streamlining the activation process and minimizing friction in the buying journey.
Matt Adams, the global CEO of Stagwell Media Platform, highlighted that this partnership will grant the group access to premium supply and proprietary data, ultimately assisting clients in achieving better outcomes in the CTV space. Kris Magel, VP and head of global agency partnerships at FreeWheel, emphasized that the agreement empowers Stagwell to have greater control over the programmatic supply chain, leading to reduced unnecessary technology costs and increased working media for advertisers. This strategic move underscores the ongoing convergence between streaming and linear advertising, as agencies strive for more direct access to premium video inventory and improved measurement capabilities across various screens.