FreeWheel
Premium video ad tech for publishers, buyers and agencies.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- FreeWheel Media Inc.
- Entity type
- COMPANY
- Founded
- 2007
- Company size
- 1,001–5,000
- Market role
- AdTech Vendor
- Official website
- freewheel.com
What FreeWheel does
FreeWheel operates a B2B ad technology platform model serving both the supply side and demand side of premium video advertising. It creates value by helping publishers manage and monetise streaming inventory, helping buyers access and transact against premium supply, and helping agencies run planning, execution and financial workflows across linear and digital media. The company benefits from being embedded in transaction flows and operational systems rather than relying on consumer usage.
Category differentiation
FreeWheel is not a consumer streaming service or a media owner brand. It is a B2B advertising technology and workflow platform focused on premium video, CTV and cross-media operations.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
FreeWheel is a Comcast-owned advertising technology company that provides software and transaction infrastructure for premium video and streaming advertising. Its products span publisher monetisation, ad serving, SSP capabilities, buy-side tools for advertisers and agencies, and workflow software for planning, activation, reporting and financial reconciliation. Its core focus is premium video, CTV and OTT advertising rather than general-purpose display advertising. The business makes money through a mix of enterprise software fees and transaction-linked revenue tied to media spend and monetised inventory. Its direct customers are streaming publishers, broadcasters, media owners, advertisers, agencies, trading desks and media operations teams that need control, transparency and workflow integration across premium video advertising.
Company news briefing
Briefing updated:
FreeWheel has advanced its Connected TV (CTV) monetisation capabilities by integrating third-party attention, quality, and emotional resonance signals into its Premium Signals Packaging via partners such as Adelaide, Magid, and Mediaprobe. Complementing this product expansion, the Comcast-owned platform released its H1 2026 Video Monetisation Report, revealing that CTV now accounts for 53% of European premium video ad views alongside a 44% year-over-year surge in programmatic CTV.
Business model & monetisation
FreeWheel monetises through enterprise SaaS subscriptions, platform licensing and transaction-based fees. Publisher products generate revenue from take rates or monetisation-linked fees on programmatic and streaming inventory. Buy-side products are monetised via platform fees, usage-based pricing linked to bidding or media spend, and bespoke enterprise contracts. Agency workflow products are sold through subscription licensing and related integration services.
- Publisher monetisation platform fees
- Percentage take-rate on monetised premium video inventory
- Buy-side platform and DSP fees
- Usage-based pricing tied to media spend, bidding volume or enterprise contracts
- Agency workflow software
- SaaS / software subscription
- Integration and related platform services
- Service and implementation fees
Products & capabilities
No products with linked sources are available in this view.
Programmatic stack & registry data
Registry entries and observed technical data do not establish certification, legal compliance or actual usage.
Comcast International France SAS/FreeWheel Media
IAB vendor record: 285
- Cookies declared
- Yes
- Non-cookie access declared
- Yes
- Declared purpose IDs
- 1, 2, 4
- Declared feature IDs
- 3
- Declared special purpose IDs
- 1, 2
- Indexed sellers.json entries
- 2,295 · freewheel.com
Products & market categories
Competitors & alternatives
- AppLovin
Advertising software platform for app growth, monetisation and measurement.
Side-by-side comparisons
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
CTV Ad Consumption Grows Across Europe
CTV · Recorded impact score: 3/5
FreeWheel, a Comcast company, released its Video Monetisation Report for the first half of 2026, revealing that Connected TV (CTV) now accounts for 53% of premium video ad views in Europe, up from previous periods. Premium video ad views overall increased 20% year-over-year, and programmatic CTV ad views grew 44%. Live programming's share of ad views rose to 32% from 25% in the second half of 2025. The report, based on aggregated data from the FreeWheel platform, highlights the shift toward streaming and programmatic buying, with broadcasters integrating linear and digital inventory. It also notes improvements in data availability and transparency, with enriched data increasingly incorporated into bid requests. Emmanuel Josserand, Senior Director at Comcast Advertising, emphasized the growing opportunity for advertisers and the need for broadcasters to evolve their streaming and programmatic strategies.
- CTV accounted for 53% of premium video ad views in Europe in H1 2026.
- Premium video ad views in Europe increased 20% year-over-year in H1 2026.
FreeWheel Video Monetization Report: 1H 2026
Recorded impact score: 2/5
This VMR explores how streaming growth is delivering value for publishers, outcomes for advertisers, and relevant ad experiences for viewers.
FreeWheel Brings Attention, Quality and Emotional Resonance Signals into CTV Buying
CTV & Advertising Technology · Recorded impact score: 4/5
FreeWheel, a global technology platform for the television advertising ecosystem, introduced new third-party inventory scoring capabilities within its Premium Signals Packaging. This feature creates dynamic inventory packages based on viewer engagement with premium CTV environments. By incorporating independent quality, attention, and engagement signals, FreeWheel enables buyers to evaluate supply through factors like ad experience and live moments, while publishers gain new ways to package, differentiate, and monetize premium inventory. Launch partners include Adelaide, Magid, and Mediaprobe, which provide signals on media quality, emotional intensity, and engagement. Research cited in the announcement indicates that lower ad loads lead to higher recall, underscoring the importance of these quality signals. FreeWheel's move aims to shift programmatic CTV buying beyond scale toward a more transparent, quality-informed marketplace.
- FreeWheel introduced third-party inventory scoring capabilities within its Premium Signals Packaging.
- Launch partners include Adelaide, Magid, and Mediaprobe.
FreeWheel Insights: New Report on Why Brands Need TV and Blog on Europe's Broadcasters
Recorded impact score: 3/5
The page now features a new report 'Why Brands Need TV: How Streaming Captures Viewer Attention That Drives Performance' and a new blog post 'What Europe's Leading Broadcasters Say About the Future of TV'. Several other blog posts and videos have been added or reordered.
Why Brands Need TV: How Streaming Captures Viewer Attention That Drives Performance
Recorded impact score: 5/5
FreeWheel's insights page now features a new report on why brands need TV, highlighting how streaming captures viewer attention that drives performance. The page also includes a new blog on political ad dollars moving to programmatic streaming, and a report on AI in TV advertising.
Explore company relationships
Questions about FreeWheel
What is FreeWheel?
FreeWheel is a Comcast-owned B2B ad technology company that provides publisher monetisation, ad serving, buy-side and workflow software for premium video and streaming advertising.
Who uses FreeWheel?
Its users are streaming publishers, broadcasters, media owners, advertisers, agencies, trading desks and agency operations or finance teams.
How does FreeWheel make money?
It earns revenue from software subscriptions, enterprise platform licensing and transaction-based fees linked to media spend and monetised inventory.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
17 publicly documented primary sources and citations linked across the market graph.
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