FreeWheel Launches New Identity Initiative Enabling Enhanced ID Interoperability and Advanced Activation Capabilities for Premium TV Advertisers and Publishers

Key Facts

NEW YORK--(BUSINESS WIRE)--Today, FreeWheel announced that it is launching new identity collaborations and capabilities that will enable advertisers to seamlessly connect first and third-party data to the increasing wide array of IDs coming from diverse platforms and endpoints, allowing for greater scale, optimal reach and frequency for television.
“With cookie deprecations on the horizon and privacy regulation evolving at a rapid pace, companies are leaning into first-party data solutions, often built on proprietary identifiers.
As a result, the identity landscape has become highly fragmented” > > Tweet this By connecting premium data services and platforms, including Blockgraph, Experian, LiveRamp and TransUnion, FreeWheel’s capabilities allow advertisers and publishers to defragment the industry and match their first-party IDs to some of today’s most commonly used IDs in the TV advertising ecosystem.
By building a solution that allows first-party data to be connected, with privacy and data protection built in from the ground up, FreeWheel will help provide the tools for the TV ecosystem to use identity data in a controlled and privacy safe and compliant manner.