Comcast's FreeWheel launches series-level CTV reporting tool in Buyer Cloud
Video Content Report, the new insight tool inside FreeWheel Buyer Cloud (formerly Beeswax), draws on a direct connection to FreeWheel Streaming Hub, the company's ad server with a natively built SSP, to show CTV buyers which TV series their campaigns actually reached across premium publishers including A+E Global Media, Spectrum Reach, Fuse Media, NBCUniversal, Paramount, Warner Bros. Discovery, and Xumo. Jon Mansell, vice president of U.S. demand for FreeWheel, said, "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." The tool is available now to all Buyer Cloud clients at no additional cost.
More than half of CTV advertisers say they would move spend toward publishers that provide show- or series-level transparency, according to research from Advertiser Perceptions cited by FreeWheel. Campaigns can now be checked against actual series placement inside the existing Buyer Cloud workflow, without filing one-off reporting requests, which PMG's head of CTV and video strategy, Mike Treon, said fills a real gap for agencies buying programmatic CTV at scale. Confirming content alignment at that level also supports brand safety checks, and publishers gain a way to prove the value of their premium inventory without extra reporting work.