FreeWheel

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

FreeWheel, a privately-owned US-based company founded in 2007 and acquired by Comcast Xfinity, provides technology and data solutions for the advertising industry. Its main product focuses on television and streaming advertising. As of 2024, FreeWheel employs approximately 1400 people and generates over $1 billion in annual revenue. Beeswax is a subsidiary of FreeWheel.

2024 Revenue

Founded

2007

Headcount

1,392

Headquarters

Primary Segment

TV and streaming ad tech

Ownership

Privately Owned

Deployments

126

News Summary:

FreeWheel and Experian partnered to improve audience targeting for media buyers in the UK. A major U.S. publisher experienced low fill rates due to limited premium demand and inefficient programmatic connections, leading to under-monetized inventory. This publisher sought a new technology partner to improve decision-making across direct, programmatic, and partner demand. AdFusion partnered with FreeWheel to offer Strata sTraffic platform clients an automated distribution path, aiming to improve ad delivery speed and reliability. The evolving streaming landscape is prompting a shift in how brands connect with viewers, moving beyond traditional demographic targeting. Advertisers are increasingly using streaming TV's dynamic ad delivery for innovative ad formats, but maintaining a positive viewer experience remains crucial.

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FreeWheel offers 7 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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Jan

14th

2026

23:33

Artificial Intelligence

Consumers And Brands Crave The Human Touch; Google Gets Sued (Again)

AI-thentic Consumers have grown so weary of AI-generated content and straight-up slop, they’re taking extra time to find work made by real people. And so advertisers, in turn, are embracing (human) creators, Digiday reports. Collabing with an up-and-coming creator is preferable to showing up in AI videos that may have bigger audiences, but that people disdainfully stop watching once they realize it’s AI.

AdExchanger

Jan

14th

2026

07:50

Management Changes, Emerging Tech, B2B Tag

FreeWheel Appoints Don Amboyer as General Manager of Strata

Move strengthens Strata’s position as a dedicated platform focused on the needs of brands and agencies. FreeWheel, the leading global technology platform for the streaming advertising ecosystem, today announced the appointment of Don Amboyer as General Manager (GM) of Strata, the company’s media management software.

Freewheel

Jan

14th

2026

07:44

Emerging Tech, B2B Tag

Anyone use FreeWheel's Buyers Cloud?

Any first hand experience using that platform? Curious how it compares to using DV360 or alternative?

Jan

14th

2026

07:30

Management Changes, Emerging Tech, B2B Tag

FreeWheel Appoints Don Amboyer as General Manager of Strata, Reinforcing Focus on Media Management Software

NEW YORK--( BUSINESS WIRE )-- FreeWheel, the leading global technology platform for the streaming advertising ecosystem, today announced the appointment of Don Amboyer as General Manager (GM) of Strata, the company’s media management software. Amboyer will head Strata’s operations, revenue, strategy and product roadmap, reporting directly to FreeWheel General Manager Mark McKee.

Business Wire

Jan

12th

2026

08:45

New Offerings, Artificial Intelligence

AI Agents are Starting to Buy TV Ads for Each Other – Beet.TV

The complexity of purchasing premium video across linear and streaming endpoints has long plagued the industry, creating friction that often sends budgets flowing toward simpler social platforms. As artificial intelligence matures from generative creative tools into autonomous transaction capabilities, the machinery of media trading is beginning to mimic the speed of high-frequency finance.

Beet.TV

Jan

9th

2026

06:52

Emerging Tech

Agentic AI comes into play for CTV ad planning, buying

AI agents are poised to have a greater role in the CTV ad planning, optimization and selling and process, with a few different developments announced this week amid the Consumer Electronics Show in Las Vegas. Some introduced agentic AI tools and platforms to help simplify ad campaign planning, optimization and execution, such as Disney, PubMatic and the Viant DSP.

StreamTV Insider

Jan

8th

2026

18:30

CES 2026 wrapped: AI agents execute ad buys, platforms chase outcomes and vertical video arrives

The advertising industry spent CES 2026 promising to automate itself out of existence, or at least out of the tedious parts. While AI agents negotiated media buys without human intervention and platforms rebuilt interfaces to solve the discovery problem they created, traditional media companies quietly acknowledged that TikTok won the format war by announcing their own vertical video strategies.

NewscastStudio

Jan

8th

2026

18:30

Emerging Tech, B2B Tag

How AI is reshaping connected TV ad buying and creative

As seen in Ad Age As artificial intelligence becomes embedded across streaming platforms and devices, marketers are beginning to hand over some of their biggest connected TV decisions to machines. Ad tech vendors are automating media planning and buying through AI agents that can purchase ads on brands’ behalf.

Kargo

Jan

8th

2026

09:51

Any feedback how to make adjustment in DV360?

I have a few deals with FreeWheel they told me: We see your win rate is currently 60% which is fairly competitive, with bids being filtered due to competition failure which can be expected. We'd recommend increasing the amount of bids (not necessarily CPMs) if you'd like to see more traction. --How do I increase the amount of bids? I am new to DV360 so not sure what I should be changing if not necessarily CPMs.

Jan

8th

2026

05:47

Cynopsis 01/08/26: Yahoo Integrates Agentic AI

As expected, the board of Warner Bros. Discovery advised shareholders to reject the latest amended takeover offer from Paramount. “Your Board negotiated a merger with Netflix that maximizes value while mitigating downside risks, and we unanimously believe the Netflix merger is in your best interest,” wrote the board to shareholders.

Cynopsis

Jan

7th

2026

23:33

Emerging Tech, B2B Tag

Shoulda Called It ‘Omni-scient’; Google’s Core Tremors

Omnicom’s Omnipotence Publicis has had a nice run. But is 2026 the year of the Omnicom? On Wednesday, Omnicom announced what it calls the next generation of Omni, its central identity and analytics service. The new Omni, which integrates data and technology beneath the Omnicom umbrella, underscores the broader industry trend toward consolidation.

AdExchanger

Jan

6th

2026

14:30

Partnerships and Alliances, Artificial Intelligence

NBCUniversal, RPA, FreeWheel, and Newton Research Introduce Agentic AI Buying Across Linear and Digital for Premium Video

di Business Wire - RPA and NBCUniversal Launch First Ever Cross-Platform Agentic Media Buy Powered by FreeWheel, NBCUniversal, and Newton’s AI Technology. NEW YORK--(BUSINESS WIRE)--Today NBCUniversal, independent agency RPA, FreeWheel, and Newton Research announced a partnership to introduce a breakthrough approach to buying premium video using agentic AI across both linear and digital.

01net Italy

FreeWheel's customers primarily consist of telecoms services companies. Examples of FreeWheel's customers include NBCUniversal, Charter Communications and Comcast Xfinity. FreeWheel has commercial and technical partners like AMC Networks, Comscore and Comcast Technology Solutions (CTS).

Analysis

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Analysis

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FreeWheel

2024 Revenue

Founded

Headcount

Headquarters

Primary Segment

Ownership

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News Summary:

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