FreeWheel

https://www.freewheel.com/
https://www.linkedin.com/company/freewheel/

FreeWheel, a Privately Owned company headquartered in the US, is owned by Comcast Xfinity, which operates Beeswax as a subsidiary. Founded in 2007, FreeWheel employs approximately 1400 individuals and reported $2.1B in revenue as of 2024. Functioning as a tier 1 media tech buyer, the company specializes in TV and streaming ad tech, providing cross-screen, omnichannel data and tech solutions for the addressable advertising industry.

2024 Revenue

Founded

2007

Headcount

1,392

Headquarters

Primary Segment

TV and streaming ad tech

Ownership

Privately Owned

Deployments

126

News Summary:

On March 14, 2026, FreeWheel plugged its Model Context Protocol (MCP) server into premium video ad deals pilots with PMG, integrating its newly launched AI agent infrastructure directly into the transactional layer of its platform. The company, a Comcast entity, initially announced this AI agent infrastructure, built around the MCP server and a suite of Intelligence tools, on March 11, positioning itself among the first premium video ad technology platforms to embed AI in this manner. Previously, on March 13, SkyShowtime reported a trebling of its ad impressions by partnering with FreeWheel’s Streaming Hub Marketplace. SkyShowtime leveraged the marketplace to expand its ad business into new markets and unlock new sources of demand, utilizing FreeWheel's regional relationships to enable publisher-to-publisher deals in the absence of local sales teams.

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FreeWheel offers 9 products in the ad tech and services and media tech industries. FreeWheel's product portfolio comprises of marketer and agency technology, RTB and programmatic and tV and streaming ad tech.

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FreeWheel's revenues were over $1B in 2024. Caretta Research has split FreeWheel's revenue into 6 different product categories, the largest of which is tV and streaming ad sales. For full access to FreeWheel's revenue breakdown subscribe to Caretta Portal.

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Mar

18th

2026

07:53

Partnerships and Alliances, Emerging Tech, B2B Tag

FreeWheel Integrates Tunnl Audiences to Accelerate Political and Public Affairs Targeting Across CTV for 2026 Campaigns

FreeWheel, the leading global technology platform for the streaming advertising ecosystem, announced a direct integration with Tunnl, giving political and issues-based advertisers streamlined access to Tunnl’s syndicated audiences within FreeWheel buying workflows across premium CTV. “As campaigns and issues-focused organizations head toward the 2026 midterms, speed and flexibility are key,” said Michelle Eule, Executive Director, Data and Measurement Partnerships at FreeWheel.

MarTech Series

Mar

16th

2026

15:33

Partnerships and Alliances, Artificial Intelligence, B2B Tag

focused repositioning, Freewheel partnership – RetailWit

The independent agency is piloting an AI agent infrastructure from Freewheel designed to streamline premium video transactions. View Original Article

Retailwit

Mar

16th

2026

05:30

Business Expansion, Partnerships and Alliances, Artificial Intelligence, B2B Tag

PMG eyes expansion with AI-focused repositioning, Freewheel partnership

Dive Brief: PMG is piloting a new artificial intelligence agent infrastructure from Comcast technology platform FreeWheel that is designed to streamline premium video transactions, according to a press release . The infrastructure, which is powered by a suite of intelligence tools and FreeWheel’s Model Context Protocol server, embeds AI within premium video transactions to help buyers optimize performance in real time and automate workflows.

Marketing Dive

Mar

15th

2026

18:30

Emerging Tech, B2B Tag

FreeWheel’s Alex Ibarguen: CTV Fragmentation Is ‘Very Much an Identity Problem’ – Beet.TV

Connected TV’s fragmentation challenges extend beyond inventory distribution to fundamental identity resolution issues that erode audience fidelity as buyers extend campaigns across multiple activation endpoints. “The fragmentation problem in CTV is real, but we as an industry often talk about it as an inventory problem, but it’s very much an identity problem as well,” Alex Ibarguen, director, platform sales, independent & political agencies at FreeWheel, told Beet.TV contributor David Kaplan.

Beet.TV

Mar

14th

2026

20:37

Partnerships and Alliances, New Offerings, Artificial Intelligence

FreeWheel plugs an MCP server into premium video ad deals, pilots with PMG

FreeWheel this week launched an AI agent infrastructure for the streaming advertising market, built around a new Model Context Protocol (MCP) server and a suite of what the company calls Intelligence tools. The announcement, made on March 11, 2026, positions FreeWheel - a Comcast company - as one of the first premium video ad technology platforms to embed AI agents directly into the transactional layer of its platform, rather than layering them on top as a separate interface.

PPC Land

Mar

13th

2026

11:21

B2B Tag

How FreeWheel’s Streaming Hub Marketplace trebled SkyShowtime’s ad impressions

SkyShowtime wanted to expand their ad business but did not have local sales teams available on the ground. Their goal was to grow their ad business into new markets and unlock new sources of demand. By partnering with FreeWheel, SkyShowtime were able to utilize strong regional relationships and enable publisher-to-publisher deals.

Freewheel

Mar

13th

2026

05:31

New Offerings, Artificial Intelligence

MarTech360’S Weekly News Roundup With Seedtag, RingCentral, Zendesk, Sinch, FreeWheel, TapClicks And More!

Here is MarTech360’s weekly roundup of the top news from global markets. In this fast-paced world, breaking down information helps readers grasp the nuances that follow the news. Top 10 News from this Week In Marketing Automation news this week… Seedtag Launches Liz Agent to Accelerate AI-Driven Media Planning and Strategy Seedtag announced the launch of a new conversational AI platform named Liz Agent.

MarTech360

Mar

12th

2026

09:27

New Offerings, Artificial Intelligence

FreeWheel Unveils AI Agent Infrastructure, Powered by FreeWheel’s MCP Server

Martech Vibe

Mar

11th

2026

14:59

New Offerings, Artificial Intelligence

FreeWheel Launches AI Agent Infrastructure

Comcast’s ad platform and ad tech company FreeWheel has announced the launch of its new AI agent infrastructure, powered by FreeWheel’s Model Context Protocol (MCP) server and a suite of intelligence tools. The updates embed AI directly into the core of premium video transactions, enabling buyers and sellers to automate workflows, optimize performance in real time, and operate with greater speed and confidence.

TVTechnology

Mar

11th

2026

09:30

New Offerings, Artificial Intelligence

FreeWheel Launches AI Agent Infrastructure to Transform How Premium Video Advertising Is Bought and Sold, Pilots with PMG

FreeWheel’s MCP Server provides a secure foundation that allows AI agents to talk directly to FreeWheel’s platform and take action. Built on this infrastructure, FreeWheel’s Intelligence tools continuously monitor deal performance, analyze spend and inventory quality, track commitments, and automate routine decision-making.

Wallstreet Online

Mar

11th

2026

08:30

New Offerings, Artificial Intelligence

FreeWheel Launches AI Agent Infrastructure with PMG

New MCP Server and Intelligence Tools automate negotiation, optimization, and execution, advancing FreeWheel’s mission to modernize premium video transactions. By providing a secure, open foundation for AI-driven automation, FreeWheel is enabling partners to build differentiated capabilities that work best for their needs.

Freewheel

Mar

11th

2026

08:12

B2B Tag

What FAST's Growth Means for Advertisers

As viewing habits continue to evolve, one thing is increasingly clear: free ad-supported streaming TV (FAST) has become an essential part of how some audiences watch television today. FAST may have started as a complement to subscription streaming, but it has quickly become a cornerstone of the modern TV experience – and a massively undervalued one at that.

Comcast Advertising

FreeWheel's customers primarily consist of telecoms companies. Examples of FreeWheel's customers include Comcast Xfinity, AT&T and Charter Communications. FreeWheel has commercial and technical partners like Comcast Technology Solutions (CTS), AMC Networks and Comscore.

Example Customers

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Example Partners

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FreeWheel

2024 Revenue

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Headcount

Headquarters

Primary Segment

Ownership

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News Summary:

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