Direct Digital Holdings Partners with FreeWheel’s Beeswax to Simplify and Expand Access to Multicultural and General Market CTV Ad Inventory

Today, Direct Digital Holdings, Inc., a leading advertising and marketing technology platform operating through its companies Colossus Media, LLC (“Colossus SSP”), Huddled Masses LLC (“Huddled Masses”) and Orange142, LLC (“Orange142”), announced that it has partnered with Beeswax, a FreeWheel-owned programmatic buying platform.

The ad tech group, which is the ninth Black-owned company on the NASDAQ U.S. stock exchange, will collaborate with Beeswax to expand access to, as well as simplify the path for, buying multicultural – alongside general market – connected TV ad inventory.

The integration works like this: Colossus SSP, a Direct Digital Holdings-owned supply-side platform, works with both multicultural and general market publishers, giving its users access to a more diverse range of CTV ad inventory. As such, marketers and agencies that use FreeWheel’s Beeswax to buy CTV ads can now reach a wider array of viewers.

This partnership and its accompanying capabilities are noteworthy as they provide a much needed and timely solve for many of the issues that marketers and agencies are facing today, including a dynamic, complex and fragmented TV ad ecosystem and a consumer landscape that is becoming increasingly more multicultural and diverse.

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On a more technical note, this partnership includes integrations on both the buy and sell sides of CTV ad buying. On the buy side, Direct Digital Holdings’ two digital marketing companies, Orange142 and Huddled Masses, will work with Beeswax to serve CTV ad placements for marketers. On the sell side, as outlined above, Direct Digital Holdings will work with Beeswax on simplifying and expanding access to both multicultural and general market CTV ad inventory via the group’s supply-side platform, Colossus SSP.

“The media and marketing landscape today is very nuanced – from fast-changing innovations to constant industry fragmentation to audiences that are becoming increasingly more diverse and harder to reach, across multiple screens,” said Mark Walker, CEO, Direct Digital Holdings. “Taking that into account, we sought a partner who brought a real-time, holistic understanding of the ecosystem, as well as a track record of creating simple and much needed, innovative solutions that remove friction and address and resolve the needs of marketers today. FreeWheel, through its work with Beeswax, exemplifies and understands these key traits and we’re excited to be working with them.”

“We are humbled and thrilled to team up with a partner who not only understands this space, but also is minority owned,” said Tess O’Brien, VP, Head of Revenue, Beeswax. “We look forward to working with Direct Digital Holdings to drive innovation and growth in CTV, while helping to provide Beeswax’s clients with an easier pathway to access multicultural content within the programmatic ecosystem.”

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