FreeWheel and Experian Announce Integration

Comcast video ad tech subsidiary FreeWheel has announced a partnership with consumer data giant Experian, promising media buyers in the UK more precise targeting of audiences. The deal integrates Experian's household-based demographic, lifestyle and transaction data into FreeWheel's ecosystem.

A year ago, FreeWheel launched a Performance Suite intended to solve the problems faced by CTV advertisers, with a range of options for measuring and reporting conversions. The division has partnered over the last few years with the likes of Comscore, Orka TV and Dynata,

With the latest agreement, Experian data and ConsumerView audiences will feed into FreeWheel's Publisher Suite; its demand-side solutions, including FreeWheel DSP (formerly Beeswax DSP); and Comcast Advertising's new Media Solutions division.

Nicolas Mignot (pictured), VP Publisher Sales and Strategy at FreeWheel, comments: 'We are excited to partner with a ground-breaking innovator such as Experian, which recognised, early in the development of digital marketing, the importance of bridging data signals in a multi-faceted media ecosystem. This type of collaboration and innovation are essential to ensure we continue to deliver cutting-edge solutions for today and tomorrow's premium video advertising industry while unlocking value for our advertising partners.' Colin Grieves, MD of Marketing Services for Experian UK&I, adds: 'By integrating our data and expertise with FreeWheel, we're helping brands unlock the full potential of video - combining rich insights with premium inventory to drive relevance, performance and measurable impact.'

Web sites are at www.experian.com and www.freewheel.com .