With the new integration, media buyers using the Beeswax demand side platform gain direct access to CTV audiences in the U.S., Latin America, and Canada

Column6, an innovative connected TV (CTV) platform, announced it has integrated FreeWheel’s Beeswax bidder technology to optimize campaigns across Column6 supply. As a result, Beeswax customers will have full access to programmatically acquire inventory and extend audiences to new CTV audiences at scale across the Americas in one streamlined workflow. Column6 has a large and growing footprint in the U.S., Canada, and Latin America among major original equipment manufacturers (OEMs) and emerging CTV publishers and platforms.

“Beeswax is a leading demand side platform for buyers to access premium CTV inventory,” said Misha Williams, Vice President, U.S. Supply Revenue, FreeWheel. “Through our unique integration with Column6, our Beeswax clients are now able to efficiently identify and reach their desired audiences on CTV devices across the Americas – including the growing Latin America market. It is yet another example of FreeWheel finding enhanced ways to connect buyers and sellers across the industry.”

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“Our success together in the U.S. serves as a template for new emerging markets.”

By 2025, the U.S. is forecasted to spend more than $30B on CTV ads, an increase of over 233% from the $9B spent in 2020. Global CTV impressions in 2020 increased 60% year over year, and CTV accounted for 40% of all video impressions, up from 31% in 2019. Column6 has a presence among the 500 million+ connected mobile devices in Latin America, which is the primary source of CTV, AVOD, and FAST content consumption in that market.

“We are excited to grow our partnership with FreeWheel and Beeswax’s enhanced bidding technology across the Americas,” Column6 President Josh Feuer said. “Our success together in the U.S. serves as a template for new emerging markets.”Marketing Technology News: Don’t Let Bad Data Sabotage Your Sales And Marketing Efforts