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Streaming TV’s Power Couple: FreeWheel and Index Exchange Join Forces

This era is definitely characterized by the rapid and transformative growth of streaming television, and the advertising and programmatic technology landscape finds itself at the epicenter of innovation. At the helm of this digital revolution stands FreeWheel, a global video ad server powerhouse, that has played a pivotal role in shaping the streaming TV industry from its very inception.

As the streaming ecosystem continues to evolve at an unprecedented pace, FreeWheel stands as a steadfast pioneer, deeply committed to not only improving operational efficiency and advancing programmatic advertising but also to enhancing the overall viewer experience on a global scale.

This comprehensive exploration takes us into the heart of FreeWheel’s strategic partnership with Index Exchange, a global programmatic advertising marketplace, a collaboration that has far-reaching implications and is poised to redefine the very essence of the streaming TV landscape.

The partnership between FreeWheel and Index Exchange transcends the boundaries of a conventional collaboration; it represents a natural evolution of their existing relationship.

Both organizations share a steadfast commitment to enabling marketers to reach consumers across an increasingly diverse array of screens and formats. The direct integration between them holds the promise of revolutionizing interoperability across premium TV and streamlining the purchasing process for connected TV. Matt Clark, Vice President of Strategic Partnerships at FreeWheel, underscores the significance of this integration: “This collaboration is poised to usher in an era of unprecedented transparency, efficiency, and simplicity, empowering FreeWheel clients with unified ad decisioning within FreeWheel’s TV platform, all while elevating the viewer experience to new heights.”

An Exclusive and Insightful Interview with Alex Gardner

To provide a comprehensive perspective on this groundbreaking alliance, Alex Gardner, Chief Revenue Officer at Index Exchange sat down with BeetTV — and this interview delved deep into the rationale behind this collaboration.

Gardner provided a profound insight into how this partnership enables access to premium publishers who rely on FreeWheel as their primary ad server. Beyond the technical aspects, this integration introduces a highly efficient and optimized approach to supporting mutual customers, incorporating sophisticated programmatic modules that not only enhance operational efficiency but also amplify effectiveness. Gardner emphasized that this partnership is not confined to technical standards but rather aims to maximize value and extract the full potential of programmatic pipelines, marking a significant shift in the advertising paradigm.

When considering the primary beneficiaries of this integration, Gardner highlighted the importance of choice and competition within the media landscape. According to him, media owners, programmers, and broadcasters stand to gain the most from this collaboration. By injecting more liquidity into the marketplace, this partnership fosters competitive dynamics, thereby maximizing the value of every impression and available advertising slot within pods.

Gardner also stressed the paramount importance of maintaining high-quality advertising standards, particularly for the subset of programmers representing premium inventory on FreeWheel. Nevertheless, the overarching objective remains unwavering—to maximize the value of inventory and audiences, elevating the entire streaming TV ecosystem.

With 2024 on the horizon, the prevalence of streaming TV has reached unprecedented levels. According to Gardner, “From a consumer standpoint, there is continued growth as expected. It’s where we consume content in my household, and I think that’s consistent across those that I speak to.” This relentless growth presents unparalleled opportunities for marketers. Gardner passionately asserted that “there has never been a better time to be in streaming.”

With the partnership between FreeWheel and Index Exchange further enhancing the efficiency and reach of streaming TV, marketers are poised to allocate a more significant portion of their advertising budgets to this channel. As streaming TV becomes even more effective and efficient, the landscape for marketers in 2024 promises an unprecedented era of opportunity and innovation.

The strategic alliance between FreeWheel and Index Exchange marks one of those really cool moments in the ongoing evolution of the streaming TV industry. This partnership, prioritizing transparency, efficiency, and the viewer experience, is poised to reshape the future of advertising in the streaming era. As 2024 approaches, streaming TV is primed to flourish, and marketers can anticipate a new and dynamic landscape of possibilities. This collaboration transcends boundaries, propelling the streaming TV ecosystem into a new era of innovation and excellence, where the possibilities are as boundless as the streaming content itself.

Pesach Lattin
Pesach Lattin
Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pesach Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

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