OAKLAND, Calif.—Truthset announced an agreement with FreeWheel, a global technology platform for CTV advertising, that will allow advertisers to activate its independently validated Data Rated Audiences (DRAs) across the FreeWheel CTV advertising ecosystem.

The agreement provides advertisers with more accurate and consistent audience activation, while reducing wasted impressions and improving outcomes, the two companies said.

"As CTV continues to scale, the industry needs a more reliable way to connect high-quality audience data to premium video inventory without adding complexity for advertisers or publishers,” said Michelle Eule, executive director of Data and Measurement at FreeWheel, which is owned by Comcast. “This integration helps solve that challenge by giving advertisers and publishers greater accuracy and higher quality audience data across their campaigns.”

The integration allows advertisers to match Truthset’s Data Rated Audiences or DRAs, which are multi-sourced from participating members of its Data Collective and independently scored, to FreeWheel Identity Network. By embedding Truthset’s DRAs into the identity matching and activation process, advertisers can achieve more accurate targeting across premium CTV inventory. Ultimately, advertisers gain greater confidence they're reaching the right people and households to drive stronger campaign performance.

Initially, the integration will support audience activation through FreeWheel's Advertiser Suite, including FreeWheel Buyer Cloud (formerly Beeswax), and Curation Hub, , with broader availability across FreeWheel's unified audience marketplace planned.

This direct integration builds on Truthset's recent partnerships with The Trade Desk, Magnite, Yahoo and Databricks, where Data Rated Audiences are being 1:1 matched to IDs to ensure accuracy is maintained throughout platform and publisher activation. Together, these integrations advance the open web toward end-to-end validation, enabling advertisers to achieve walled garden-level performance while retaining the flexibility of programmatic advertising.

"Premium CTV inventory commands premium pricing, making audience accuracy more important than ever," said Gregg Galletta, President of Truthset. "We’re seeing a shift towards creating a more validated path between audience creation and media activation, to bring walled garden accuracy to the open web."

SAN FRANCISCO—Programmatic TV continues to grow as a method for buying and selling advertising, as evidence WideOrbit has announced that its WO Programmatic platform is now offering local ad inventory on more than 1,000 TV channels.

WideOrbit reports that its inventory includes stations in 181 markets, including all of the top 50, reaching more than 110 million households. Stations participating in WO Programmatic include properties from station groups like Raycom Media, Gray Television and others. Stations from each participating group offers some or all of its inventory through WideOrbit’s open marketplace buying model, programmatic direct connections or both, according to WideOrbit’s press announcement.

Nick Waller, executive vice president and co-chief operating officer for Gray Television calls this a “tipping point” for local TV. WideOrbit’s Founder and CEO, Eric R. Mathewson, is proclaiming that “PTV’s day is finally here.”