Observed Signal · Jul 29, 2026 · Product Launch · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
FreeWheel Launches Series-Level Reporting for CTV Buyers
FreeWheel announced Video Content Report, a new series-level reporting tool available exclusively within FreeWheel Buyer Cloud. The report uses impression-level, publisher-sourced ad server data from FreeWheel Streaming Hub to provide post-campaign visibility of where premium CTV impressions ran, aiming to close a transparency gap for buyers. Launch partners include A+E Global Media, Spectrum Reach, Fuse Media, NBCUniversal, Paramount, Warner Bros. Discovery and Xumo. FreeWheel positions the capability as an in-platform, scalable way to confirm content alignment and brand safety without separate manual workflows. Advertiser Perceptions research cited in the release indicates more than half of CTV advertisers would shift spend to publishers that provide show- or series-level transparency.
Introduces a DSP-hosted, ad-server-linked series-level reporting capability that addresses a known CTV transparency gap and involves major premium publishers, which can influence buying workflows and publisher value but is not a platform-wide policy shift.
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Key Takeaways & Evidence Grounding
- FreeWheel debuted Video Content Report, an insight tool available only in FreeWheel Buyer Cloud.
- Video Content Report uses impression-level, publisher-sourced ad server data from FreeWheel Streaming Hub to provide series-level post-campaign visibility.
- Launch partners named in the release include A+E Global Media, Spectrum Reach, Fuse Media, NBCUniversal, Paramount, Warner Bros. Discovery, and Xumo.
- Video Content Report is offered as an in-platform Buyer Cloud capability at no extra cost to buyers, according to the announcement.
- Research cited in the release (Advertiser Perceptions) found over 50% of CTV advertisers would shift spend to publishers offering show- or series-level transparency.
Connected Companies & Entities
10 Entities mapped“FreeWheel, a global technology platform for the television advertising ecosystem, debuted Video Content Report, an insight tool available on...”
“Fueled by direct connection to FreeWheel Streaming Hub (FreeWheel’s ad server with natively built SSP), the report gives buyers detailed, se...”
“Fueled by direct connection to FreeWheel Streaming Hub (FreeWheel’s ad server with natively built SSP), the report gives buyers detailed, se...”
“Fueled by direct connection to FreeWheel Streaming Hub (FreeWheel’s ad server with natively built SSP), the report gives buyers detailed, se...”
“Fueled by direct connection to FreeWheel Streaming Hub (FreeWheel’s ad server with natively built SSP), the report gives buyers detailed, se...”
“Over 50% of CTV advertisers say they would shift spend to publishers that provide show- or series-level transparency, according to new resea...”
“Author: Business Wire...”
““As investment in programmatic CTV continues to grow, we as buyers need transparency that is accurate, scalable and easy to access,” said Mi...”
“MarTech Series is a leading publishing platform that provides daily updates on marketing technology news, in-depth interviews with industry ...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
FreeWheel Adds Show-Level Reporting for Streaming Ads
Digiday reports that FreeWheel, a Comcast-owned adtech unit, has added show-level reporting to its tooling to give streaming ad sellers the ability to surface program-level detail directly to programmatic ad buyers. The change is presented as an effort to improve transparency in streaming advertising. The piece appears in Digiday’s Future of TV Briefing (Digiday+), published July 29, 2026 by Tim Peterson, and briefly references related industry items including Showtime, Paramount’s delayed deal with WBD, and a YouTube–Peacock arrangement.
FreeWheel Brings Attention, Quality and Emotional Resonance Signals into CTV Buying
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: CTV Now 50% of European Ad Views
FreeWheel (a Comcast company) published its 2H 2025 Video Marketplace Report based on aggregated advertising data from its platform. The report finds CTV dominating video ad delivery — 86% of ad views in the US and 50% in Europe (YoY growth +11% US, +33% Europe) — with live programming accounting for 25% of CTV ad views. Europe ad views grew +23% for the sixth consecutive report. Programmatic ad views expanded strongly (US +28%, Europe +38% in H2 2025) and unique programmatic advertisers rose +21% YoY. The report flags a metadata transparency gap: 'AppBundle' and 'Genre' are the most-used metadata fields while other enrichment markers remain under-adopted. FreeWheel highlights the role of AI — including AI-powered CTV buying platforms and 'agentic AI' — in automating workflows and improving publisher-advertiser interoperability.
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