FreeWheel spins for Disney, ABC TV to manage ads across all digital channels

Editor ©RapidTVNews | 03-07-2012

The digital media team at Disney/ABC Television Group has engaged FreeWheel to manage its advertising and monetise its content across digital channels including video, display, and mobile formats.

The video technology firm will oversee advertising across,, and and ABC follows ESPN as the second Walt Disney business unit to sign on with FreeWheel.

Specifically, ABC is deploying FreeWheel's flagship product, Monetization Rights Management (MRM) to manage advertising sales rights, forecast advertising inventory, deliver yield-optimised ads, and monitor campaign performance on behalf of advertisers and partners. MRM will be used to manage advertising across a multiplicity of partners and devices, and will serve all video, mobile, and display (banner) formats. The technology will also allow, ABC Family, ABC News, and Disney-owned TV stations to offer sponsorships and exclusivities and potentially monetise fast-changing news content, manage advertising with local affiliates, and successfully deliver monetised content across devices and partners.

"FreeWheel's focus on the television and entertainment industry allows the company to build technology that is uniquely suited to our needs," explained Skarpi Hedinsson, SVP, Technology & Video Platforms, Digital Media, Disney/ABC Television Group. "MRM is a critical piece of technology that will allow us to scale in the increasingly complex world of entertainment content."