Goodway Group Selects FreeWheel As First Video-Only Ad Partner

Goodway Group, a data-driven and technology-enabled digital media and marketing services firm, announced its first, video-only partnership for premium video ad inventory with FreeWheel, a global technology platform for the television advertising industry.

The two companies are teaming up to help further scale and open up access to premium, connected television ad inventory for marketers. They say they are doing so “to help tackle some of today’s most pressing industry challenges: access to premium, brand-safe ad inventory, a need for greater transparency into the ad buying process, as well as greater media efficiencies.”

This partnership aims to address several of those challenges by offering publishers working with Goodway Group “many key benefits:

• “First, they can tap into FreeWheel’s direct connection – and access – to a large array of premium video ad inventory.
• “Second, publishers will now have greater transparency into the ad buying process, as FreeWheel has one of the industry’s most direct, efficient and simplest paths to premium video ad inventory.
• “Third, per the partnership, Goodway Group has first access to test out new betas and innovations, so that its clients can stay differentiated and nimble in today’s complex ad marketplace.”

Andrea Kwiatek, Goodway Group director, partnerships, said: “As the TV advertising ecosystem continues to fragment and evolve, we sought a partner with a steady commitment to infusing simplicity, transparency and innovation and FreeWheel clearly stood out. FreeWheel has consistently driven greater innovation and better business results for their clients, and this is fueled by a deep understanding of the challenges that the industry faces today. We look forward to working together with them to help raise the bar for TV advertising for our clients and across the ecosystem.”

The companies say this partnership “comes at a time when, as more video investments shift toward programmatic activation, marketers want even greater transparency on advertising ROI. This partnership aims to address that demand by providing a more enhanced way to streamline marketers’ workflow, thereby allowing greater insight into where and how media dollars are being spent. The savings that are derived from that improved workflow, in turn, are invested back into the TV ad marketplace, allowing marketers to drive even more ad results.”

Jon Mansell, FreeWheel VP, head of U.S. programmatic demand, said: “At FreeWheel, we are challenging ourselves, our clients, and the broader marketplace to treat professionally produced commercial break ad inventory different from standard banner ads. This means we need to find innovative ways to make the TV ad buying process simpler and more direct, predictable and effective to buy programmatically,” said. “These are the same guiding principles that are powering our partnership with Goodway and our goal is to help better improve the industry, on all of these pillars, by teaming up with them.”