FreeWheel Launches New Solutions for Advertisers to Leverage CTV as a Performance Marketing Vehicle

FreeWheel, a global technology platform for the TV industry, announced the availability of the Performance Suite with solutions created for activation on its demand-side platform, Beeswax. The Performance Suite offers off-the-shelf, machine learning-based solutions, in addition to Beeswax’s tried and true customizable tools, designed to help buyers reach their CTV performance goals.

“With that in mind, we created an advanced set of results-driven, efficient, and transparent tools for performance marketers to accurately achieve their campaign goals while maximizing their budgets.”

With ongoing concerns around signal loss and lack of deterministic identity used to represent the household, buyers face inaccurate targeting, understated reach, and incorrectly attributed conversions. Underpinned by FreeWheel’s unique identity solution, the FreeWheel Identity Network, the Performance Suite tackles these challenges by enabling more precise targeting, optimization, and measurement through the use of both deterministic and probabilistic identity resolution within the system.

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“The shift in CTV viewership brings new ad opportunities, but also presents challenges: CTV buyers primarily lean on IP addresses to reach households, however, IPs are not a stable identifier. This makes it difficult for buyers to accurately target and measure users at the household level. That being said, measurable results and the ability to optimize effectively remain non-negotiables for performance marketers,” said Mark McKee, General Manager FreeWheel. “With that in mind, we created an advanced set of results-driven, efficient, and transparent tools for performance marketers to accurately achieve their campaign goals while maximizing their budgets.”

With the Performance Suite customers can:

• Reach CTV Performance Goals: Allows for precise audience targeting, greater reach, and more measurable conversions. The FreeWheel Identity Network enables household targeting, optimization, and measurement on CTV with a combination of first-party IDs permissioned for use from FreeWheel’s portfolio of premium publishers, buyers’ first-party IDs, and industry-leading identity graphs in a privacy-centric manner.
• Optimize Efficiently: Take advantage of a custom bidding strategy without all of the custom work. The Performance Suite’s off-the-shelf, advanced machine learning optimization models are trained to use each client’s individual campaign data to improve performance, rather than leveraging cross-platform data.
• Prove Campaign Effectiveness: Keeps transparency at the forefront, by choosing from a range of measurement and reporting options to dig into performance, from sophisticated Ghost Bidding and incrementality reporting to granular log-level data.

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One of the key machine-learning optimization capabilities within the Performance Suite is a cost-per-acquisition (CPA) bidding strategy, developed for each buyers’ campaign goals and based on their data alone. One of FreeWheel’s agency partners, Optimal Media, used the CPA bidding strategy on CTV inventory to drive 40% more conversions with a 32% decrease in cost-per-acquisition for a national automotive manufacturer.

“At Optimal, we are committed to utilizing cutting-edge technologies to maximize the efficiency and effectiveness of our clients’ media spend, and our partnership with FreeWheel has allowed for remarkable success for a national automotive manufacturer,” said Paula Thompson, Vice President, Client Strategy at Optimal. “Together, we have driven increased conversions while simultaneously reducing the cost-per-acquisition.”

As new challenges arise across the CTV landscape, FreeWheel will continue to invest in the Performance Suite, with advancements designed to provide stronger performance and efficiency for buyers, generating a better CTV advertising experience.