AdTech Vendor · MarTech Vendor · vs · AdTech Vendor · Data Provider / Broker
EX.CO vs FreeWheel
Structured technology and market comparison · 2026
Direct Feature Comparison
EX.CO · vs · FreeWheelPublisher video platform for hosting, ad serving and yield optimisation.
Premium video adtech, CTV ad server, and SSP platform for publishers, buyers, and agencies.
Analyze all overlapping signals and tech stacks for EX.CO and FreeWheel
Compare mutual enterprise clients, monetization models, live market signals, and partner networks directly in the interactive Knowledge Graph.
Comparison Analysis
What is the main difference between EX.CO and FreeWheel?
When comparing EX.CO and FreeWheel, both platforms operate within the Supply-Side Platform (SSP), Connected TV (CTV) & OTT, and AdTech Vendor ecosystem. EX.CO is positioned as Publisher video platform for hosting, ad serving and yield optimisation, whereas FreeWheel focuses on Premium video adtech, CTV ad server, and SSP platform for publishers, buyers, and agencies. Decision-makers evaluate both solutions when orchestrating their commercial monetization and technology stack.
What are the top alternatives to EX.CO and FreeWheel?
When evaluating EX.CO and FreeWheel, enterprise buyers also consider other platforms in Supply-Side Platform (SSP), Connected TV (CTV) & OTT, and AdTech Vendor. You can discover the full competitive landscape and evaluate other alternatives by viewing their respective footprint profiles on Polaris7.
How do the corporate scale, structure, and headquarters of EX.CO and FreeWheel compare?
EX.CO is headquartered in GB (founded in 2012) with 50–200 employees. FreeWheel is based in US (founded in 2007) with 1,001–5,000 employees. Complete ownership, subsidiary trees, and corporate affiliations are documented across Polaris7.
Market Signals
Recent Market Signals & Activity: EX.CO vs FreeWheel
Documented market movements, strategic partnerships, product releases, and regulatory developments mapped across Polaris7.
EX.CO
Recent Signals
- ·ex.co
DMEXCO Masterclass 2026: How Glance and EX.CO Built a 7-Figure Video Business
At DMEXCO 2026, Glance and EX.CO shared how Glance took video from experiment to a 7-figure run rate in under a year, without hurting display revenue. Ruth Manielevitch, VP International Revenue at EX.CO, sat down with Bharat K Pattem, Senior Manager, Ad Monetization at Glance, for a masterclass on how Glance built a video business from scratch.
- ·ex.co
EX.CO Named Winner in ADWEEK’s 2026 Tech Stack Awards for Sell-Side Programmatic Product/Platform
EX.CO has been named a winner in ADWEEK's 2026 Tech Stack Awards
FreeWheel
Recent Signals
- ·The DrumRetail Media
Marriott Media turns hotel bookings into a shopping calendar
Marriott's advertising arm, Marriott Media, is leveraging its Bonvoy loyalty program data and booking signals to help brands target travelers with timely, contextually relevant ads. The company announced new partnerships with FreeWheel, LiveRamp, Nexxen, and Viant, enabling brands to combine their own customer data with Marriott's traveler audiences for media buying beyond hotel properties. Marriott cites research indicating travelers make purchases like clothing and beauty products weeks before a trip, positioning its data as a predictive shopping calendar. The company is developing attribution and brand lift measurement tools. It emphasizes privacy, noting that only 500 of its captured attributes are available for targeting, and it reviews creative for suitability in hotel settings.
- Marriott Media announced partnerships with FreeWheel, LiveRamp, Nexxen, and Viant.
- Marriott claims that 75% of consumers bought beauty or personal care products for a trip and 85% bought clothing and accessories, based on third-party research.
- Marriott Media has 500 attributes available for custom audiences, not all captured data.
- ·AdzineAgentic Advertising
AI Agents Reshape Roles and Business Models in AdTech
The article analyzes how artificial intelligence agents and the Advertising Context Protocol (AdCP) are transforming programmatic advertising. AI agents are evolving from simple chatbots to autonomous systems capable of planning, negotiating, and executing media buys. AdCP provides a standardized communication layer, enabling Buyer Agents and Seller Agents to interact across platforms. This shift moves advertising from platform-centric buying to agent-based advertising, where media briefings become executable tasks for AI agents. The article discusses changing roles for agencies, DSPs, SSPs, and publishers, and highlights new AI-native players like Concord and Apostra. Traditional intermediaries face pressure to differentiate, while the focus shifts to data, integration, and context. The article concludes that operational excellence alone is insufficient; a deep understanding of customers and business objectives becomes crucial.
- AdCP 3.2 introduces version negotiation, brand verification, and clearer runtime rules.
- WPP Media is developing a buyer agent for video within WPP Open.
- Concord positions itself as an 'Agentic Media Buying Platform'.
- ·FreeWheel
Hamid Davari Joins FreeWheel as Commercial Director, MENA to Lead Strategic Regional Expansion
Press Release - October 6, 2026
Compare their exact ecosystem overlaps.
Explore all deep relationships in Polaris7. Discover exactly which mutual clients, integrated technologies, and overlapping partners EX.CO and FreeWheel share across the market ecosystem.