FreeWheel

News Summary:

On July 23, projections indicated that political advertising spend for the 2026 midterm elections is expected to reach nearly $11 billion, with streaming/CTV forecast to account for 24% of total cycle spending and be the sole media type to increase from 2024. Also on July 23, DanAds Co-founder and CCO Peo Persson was featured in a FreeWheel Partner Spotlight, detailing how the company's integration and an AI-first approach assist premium publishers in generating new revenue at scale and transitioning from legacy ad-sales models. Earlier the same day, TF1 and FreeWheel discussed the future of premium video, noting the evolution of European broadcasters into streaming-first media businesses and the industry's shift into a new era of innovation and scale for delivering premium advertising experiences. Previously, on July 20 at Cannes Lions 2026, egta’s Director General Katty Roberfroid joined Emmanuel Josserand at FreeWheel Beach to discuss the future of premium TV and video advertising, addressing the growing pressure on global advertisers to execute seamless campaigns across markets while meeting performance and accountability expectations. This follows a July 14 discussion on what sellers seek from AI, acknowledging its rapid integration into modern media and the acceleration of innovation in demand forecasting and yield optimization for sell-side teams.