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Comcast’s FreeWheel teams with smart TV data company Inscape, rebrands media sales

March 14, 2019 / Ben Munson

Comcast’s ad tech division FreeWheel is partnering with Inscape, a smart TV data company owned by Vizio, to gain access to the company’s more than 10 million smart TVs in the U.S. Per the terms of the deal, FreeWheel can use Inscape’s opt-in smart TV viewership data (which uses automated content recognition technology) for modeling representativeness for demographic and consumer audience segments used for selling national TV advertising. That model will cover U.S. TV viewing data in all 210 DMAs, for all major cable, satellite and telco pay TV distributors, and over-the-air TV households.FreeWheel said it will use those models to help forecast national U.S. delivery of demographic and consumer-segment-specific ad impressions for its customers including NBCU, Fox, Discovery, Scripps and Viacom in the U.S. “While FreeWheel sets the standard for so much of the broader TV economy, using Inscape viewing data will help to bolster the quality, speed and reliability of ...