NEW YORK—Comcast’s FreeWheel has launched Video Content Report, an insight tool available in FreeWheel Buyer Cloud (formerly Beeswax) that provides TV series-level data on where ad campaigns actually appeared.
Fueled by direct connection to FreeWheel Streaming Hub (FreeWheel’s ad server with natively built SSP), the report gives buyers detailed, series-level insight into post-impression delivery from premium publishers, including A+E Global Media, Spectrum Reach, Fuse Media, NBCUniversal, Paramount, Warner Bros. Discovery, and Xumo.
By using publisher-sourced delivery data recorded directly through the ad server, Video Content Report gives buyers a clearer, reliable view of where campaigns ran across premium streaming environments, helping increase transparency and confidence in their CTV investments.
“CTV buyers need series-level transparency they can trust and use at scale,” said Jon Mansell, vice president, U.S. demand for FreeWheel. “What makes Video Content Report unique is the direct connection between Buyer Cloud and Streaming Hub, which enables publisher-permissioned, impression-level delivery insights from multiple premium publishers in one workflow. That gives advertisers a clearer view of where their campaigns ran while giving publishers control over how their content data is shared.”
Powered by Buyer Cloud’s connection to FreeWheel Streaming Hub and impression-level delivery data, Video Content Report provides scalable series-level transparency to confirm content alignment and brand safety, at no extra cost, while helping publishers prove the value of their premium content.
In announcing the new tool, FreeWheel stressed that it is designed to address the needs of advertisers.
Over 50% of CTV advertisers say they would shift spend to publishers that provide show- or series-level transparency, according to new research from Advertiser Perceptions. As demand for this level of visibility grows, FreeWheel said it is helping make series-level reporting even easier to access and apply at scale. By bringing publisher-sourced insights into a more consistent workflow, Video Content Report gives buyers a clearer way to understand delivery across partners and use those insights to guide future planning and investment decisions.
Some advertisers and agencies applauded the launch. “As investment in programmatic CTV continues to grow, we as buyers need transparency that is accurate, scalable and easy to access,” said Mike Treon, head of CTV and video strategy for PMG. “FreeWheel’s Video Content Report addresses a real gap in the market by giving us series-level visibility directly within Buyer Cloud, helping us better understand campaign delivery across premium video without relying on one-off reporting requests or adding unnecessary reporting steps.”
The launch builds on FreeWheel’s broader commitment to giving buyers more transparency, control, and customization through Buyer Cloud, in addition to direct publisher connections. As a customizable demand-side platform built for premium video and connected to FreeWheel Streaming Hub, Buyer Cloud gives agencies and advertisers direct access to FreeWheel’s premium supply, robust decisioning tools and exclusive reporting capabilities designed to support more informed, efficient, and accountable media buying.
Video Content Report is now available in Buyer Cloud for all clients at no additional cost.
