ProSiebenSat.1, the German media group, and FreeWheel, a Comcast-owned global video advertising technology platform, have formed a strategic partnership. This collaboration aims to facilitate pan-European cross-media advertising campaigns encompassing television and digital platforms.
The partnership represents a major step forward in the companies’ shared goal of providing advertisers and agencies with easy access to premium video inventory across both linear TV and connected TV (CTV). This is achieved by utilizing FreeWheel’s established European technological infrastructure. The partnership integrates with the Media Manager platform, developed by ProSiebenSat.1’s subsidiary Virtual Minds, and will now be deployed across Europe. “This expanded partnership with FreeWheel will enable international, cross-media advertising campaigns across TV, streaming, and digital channels,” said Markus Messerer, Chief Commercial Officer at ProSiebenSat.1. “It directly addresses key industry demands for technological harmonisation and the international scalability of advertising campaigns. Our foundation lies in FreeWheel’s advanced ad tech and our cutting-edge Media Manager, which facilitates programmatic booking of TV inventory. As a company, we are committed to forging strong tech partnerships, such as our collaboration with RTL in the German-speaking region.”
The partnership includes the full implementation of FreeWheel’s Streaming Hub, designed to simplify media buying and strengthen the relationship between advertisers and publishers. This integration allows media buyers to access and manage a substantial combined inventory of CTV and linear TV via demand-side platforms (DSPs). “We’re thrilled to deepen our long-standing partnership with ProSiebenSat.1 to power their linear addressable and CTV ad monetisation using our ad-decisioning and programmatic solutions,” said Thomas Bremond, Managing Director of Comcast Advertising International. “Together, we’re delivering a solution tailored for European broadcasters that supports the transition from traditional linear models to a digitally convergent future. This unique approach simplifies the complex world of multiscreen TV advertising, a goal we remain committed to at FreeWheel and across Comcast Advertising.”
As part of the agreement, ProSiebenSat.1’s Media Manager will be introduced to FreeWheel’s existing network of European broadcasters. The technology will enable programmatic access to advertising inventory across ProSiebenSat.1’s linear TV channels, the ad-supported streaming service Joyn, and its CTV and online video offerings. This reflects ProSiebenSat.1’s broader growth strategy, which prioritizes partnerships to reshape the European advertising landscape.