The two companies are teaming up to drive greater programmatic guaranteed access to premium CTV for agencies and brands

Basis Technologies, a global provider of programmatic advertising and media automation solutions, announced an integration with FreeWheel that will give advertisers direct access to premium connected television advertising inventory.

Per this integration, FreeWheel, a global technology platform for the television advertising industry, will enable Basis platform users to access programmatic guaranteed buying capabilities on premium video inventory spanning publishers across the ad ecosystem.

One notable feature of this new integration – and its accompanying capabilities – is that it gives marketers the ability to access guaranteed, upfront like premium CTV ad inventory commitments, putting them on equal footing with competitors who may have larger ad spend budgets.

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By simplifying and further opening access to this type of ad inventory to make it more direct, Basis and FreeWheel are expanding CTV advertising’s supply, growth and potential to a larger group of marketers.

“When people think of ‘programmatic guaranteed,’ the first association or use case that may come to mind is the upfronts, but nowadays, the potential and opportunity for this medium have expanded beyond that,” said Jon Mansell, U.S. Head of Marketplace Demand, FreeWheel. “We’re excited to team up with Basis to democratize, simplify and open up access to this inventory, as well as drive creative and innovative uses for it, among today’s buyers.”

“There is high demand among marketers trying to reach audiences on CTV today and as such, we’ve teamed up with FreeWheel to remove some of the barriers to growth and to further democratize this channel,” said Tyler Kelly, President, Basis Technologies. “FreeWheel is the right partner for this given their track record and commitment behind simplifying and creating more direct supply paths to different pools of ad inventory.”

The Basis platform is composed of integrated applications that automate manual operations, standardize business processes, and improve marketing and advertising performance. Basis capabilities include ad buying via programmatic, vendor-direct, search and social. Its BasisTV+ solution powers addressable TV advertising with 80 trackable metrics and 1,000 targeting parameters.

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