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 Adelaide

Market IntelligenceFACT · 5/515 Sept '26· Via FreeWheel

Why Brands Need TV: How Streaming Captures Viewer Attention That Drives Performance

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.

FreeWheel

RegulationFACT · 4/514 Sept '26· Via AdExchanger

FTC Amazon Ad Tech Case Lessons from Google Ruling

The article discusses the implications of the recent antitrust rulings for the FTC's lawsuit against Amazon over its ad auction practices. The FTC sued Amazon on August 31, 2026, alleging hidden 'soft reserve prices' that overcharged advertisers for over seven years. On September 2, Judge Leonie Brinkema ruled in the DOJ's case against Google's ad tech, opting for behavioral remedies instead of a breakup. Industry leaders, including Arnaud Créput of Equativ, James Avery of Kevel, and Adam Heimlich of Chalice AI, offer their perspectives on the lessons for the FTC. Créput warns that behavioral remedies may not fix structural conflicts, citing France's 2021 fine of Google that failed to change market structure. Avery emphasizes the balance between proving harm and implementing fixes. Heimlich argues for strong enforcement to prevent future abuses.

Chalice AI Equativ OpenX Amazon PubMatic Index Exchange Kevel Magnite Teads Google

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FreeWheel Brings Attention, Quality and Emotional Resonance Signals into CTV Buying