This Future of TV Briefing covers the latest in streaming and TV for Digiday+ members and is distributed over email every Wednesday at 10 a.m. ET. More from the series →This week’s Future of TV Briefing looks at Comcast-owned FreeWheel enabling streaming ad sellers to directly show-level reporting to programmatic ad buyers.
For the better part of the past decade (at least), many streaming ad buyers have complained about not knowing what shows their ads appear in when purchasing programmatically. Well, those complaints should start to quiet down.
Comcast-owned ad tech firm FreeWheel is rolling out show-level reporting for advertisers using its ad buying platform Buyer Cloud (formerly Beeswax). The show-level reporting will be available free of charge roughly two hours after ad impressions are delivered, but the Video Content Report will be limited to the publishers that opt in to make the disclosures. A+E Global Media, Fuse, NBCUniversal, Paramount, Spectrum Reach, Warner Bros. Discovery and Xumo have signed on so far.
Show-level reporting means that advertisers will be able to see the names of the shows that their ads ran during. That may sound pat in a streaming ad market that has advanced targeting and measurement options that can break down audiences based on factors like household income and shopping habits. But as the aphorism goes, content is king.
