FreeWheel

FreeWheel

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

FreeWheel, a privately owned company headquartered in the United States, is a subsidiary of Comcast Xfinity. Founded in 2007, it employs approximately 1430 individuals and reported $2.2B in revenue as of 2025. The company specializes in TV and streaming ad tech and operates subsidiary Beeswax. Functioning as a global provider of cross-screen, omnichannel data and tech solutions for the addressable advertising industry, FreeWheel groups its products into two suites: the Publisher Suite enables inventory management and monetization, including FreeWheel Streaming Hub (formerly MRM) and FreeWheel SSP; while the Advertiser Suite offers media buyers transparency, control, and flexibility over their CTV buying activities, comprising FreeWheel Curation Hub, FreeWheel DSP, and FreeWheel Buyer Cloud. Additionally, FreeWheel operates its Strata product, and its media sales house, AudienceXpress, was relaunched in 2022 as a standalone company under the Comcast umbrella.

2025 Revenue

Founded

2007

Headcount

1,428

Headquarters

United States

Primary Segment

TV and streaming ad tech

Ownership

Privately Owned

Deployments

97

News Summary:

FreeWheel this quarter published a report on September 5, 2026, revealing that media buyers and sellers in television advertising consistently overestimate viewer aversion to artificial intelligence in ads, while the industry remains divided on AI's efficacy in improving the medium. Earlier, on August 30, FreeWheel articulated its strategy to become central to CTV's absorption of creators, commerce, and live sports, identified as key drivers of marketing and media growth, a position it has been preparing for over several years despite anticipated challenges. This follows an August 26 agreement with Truthset, a data accuracy and validation specialist, which enables advertisers to activate Truthset’s independently validated Data Rated Audiences (DRAs) across FreeWheel's CTV advertising ecosystem. This collaboration aims to provide advertisers with more accurate and consistent audience activation, reducing wasted impressions and improving campaign outcomes.

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FreeWheel offers 7 products in the media tech and ad tech and services industries. FreeWheel's product portfolio comprises of RTB and programmatic, marketer and agency technology and tV and streaming ad tech.

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FreeWheel's revenues were over $1B in 2025. Caretta Research has split FreeWheel's revenue into 5 different product categories, the largest of which is video ad decisioning servers. For full access to FreeWheel's revenue breakdown subscribe to Caretta Portal.

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Sep

5th

2026

09:05

Artificial Intelligence, B2B Tag

FreeWheel finds 48% of buyers overrate viewer dislike of AI ads

FreeWheel this quarter published a report showing that media buyers and sellers in the television advertising business consistently overestimate how much viewers dislike artificial intelligence in advertising, while the two sides of the market remain split on whether AI actually improves the medium.

Sep

1st

2026

08:30

B2B Tag, Marketing and Promotional Activities, Events and Conferences

Three Things Publishers Should Keep in Mind as Political Ad Dollars Move to Programmatic Streaming

Never before has a midterm election ad spend exceeded the previous presidential cycle; this 2026 midterm is shaping up to be the first. Additionally, CTV spend is expected to reach an all-time high share of budget, accounting for more than 25% of total political ad spend, a number that has doubled since 2022.

Aug

30th

2026

06:30

Events, Emerging Tech, B2B Tag, Events and Conferences

FreeWheel’s Emily Bromley: Creators, Commerce, And Live Sports All Meet In Premium CTV – Beet.TV

AMENIA, NY — FreeWheel is aiming to sit at the center of CTV’s absorption of three of the moment’s main drivers of marketing and media growth. But that goal is not without challenges. Still, the streaming video ad platform feels it’s been preparing for this triumvirate for years.

Aug

26th

2026

07:30

Emerging Tech, Partnerships and Alliances, B2B Tag, Partnerships

Truthset Brings Data Rated Audiences to FreeWheel

OAKLAND, Calif.—Truthset announced an agreement with FreeWheel, a global technology platform for CTV advertising, that will allow advertisers to activate its independently validated Data Rated Audiences (DRAs) across the FreeWheel's CTV advertising ecosystem. The agreement provides advertisers with more accurate and consistent audience activation, while reducing wasted impressions and improving outcomes, the two companies said.

Aug

26th

2026

06:30

Emerging Tech, Partnerships and Alliances, B2B Tag, Partnerships

FreeWheel, Truthset sign data deal

August 26, 2026 Truthset, a specialist in data accuracy and validation, has announced a strategic integration with FreeWheel, the technology platform for the CTV advertising ecosystem, enabling advertisers to activate its independently validated Data Rated Audiences (DRAs) across the platform’s CTV advertising ecosystem.

Advanced Television

Aug

24th

2026

08:30

Australia’s Streaming Future Depends on Smarter Ad Experiences

Streaming TV is now firmly part of how audiences are viewing content in Australia, but the next phase of its growth will not be defined by viewership alone. As more premium video shifts into ad-supported environments, the viewer experience will increasingly determine whether audiences stay engaged and whether both platforms and advertisers can fully capture the opportunity.

Aug

20th

2026

12:35

Emerging Tech, Partnerships and Alliances, Partnerships, Product Updates

FreeWheel gains Truthset accuracy grades for CTV audience matching

Truthset said on August 26, 2026 that its independently scored Data Rated Audiences will be matched against the FreeWheel Identity Network, placing an accuracy grade on demographic segments before they are activated across Comcast's premium video inventory.

Aug

18th

2026

07:00

Artificial Intelligence, Marketing and Promotional Activities, Events and Conferences

From built-in intelligence to real-world outcomes: Insights from Premium Programmatic Summit

AI, commerce-driven advertising, and political media buying are reshaping the future of premium video. Filmed live at FreeWheel’s Premium Programmatic Summit, this six-part video series brings together leaders from Paramount, Warner Bros. Discovery, A+E, Acxiom, Amazon Publisher Cloud, and leading political agencies to discuss the trends, technologies, and strategies driving the next era of growth.

Aug

17th

2026

08:30

Emerging Tech, B2B Tag, Supply Chain and Procurement

For Programmatic Streaming Buyers, Better Outcomes Start with Going Direct

As streaming TV continues to grow and evolve, advertisers are under increasing pressure to maximize the value of every media dollar. Programmatic buying has unlocked unprecedented access to premium video inventory, but it has also introduced new layers of complexity into the supply chain – multiple intermediaries, additional transaction fees, fragmented signals, and greater distance between buyers and publishers.

Aug

13th

2026

06:30

Events, Emerging Tech, B2B Tag, Marketing and Promotional Activities, Events and Conferences

Proximity and Performance: Putting Household Identity to Work

The closer a household is to where an outcome can happen, the more likely it is to convert, a principle that holds true across categories, channels and purchase cycles. Drawing on the Proximity and Performance paper, co-authored with the 4As, this session unpacks proximity as a planning principle, backed by real campaign examples from across the TV advertising landscape.

Advertising Agencies Association of America

Jul

31st

2026

12:24

New Offerings, Emerging Tech, New Offerings

FreeWheel Debuts TV Series-Level Reporting for CTV Buyers

NEW YORK—Comcast’s FreeWheel has launched Video Content Report, an insight tool available in FreeWheel Buyer Cloud (formerly Beeswax) that provides TV series-level data on where ad campaigns actually appeared. Fueled by direct connection to FreeWheel Streaming Hub (FreeWheel’s ad server with natively built SSP), the report gives buyers detailed, series-level insight into post-impression delivery from premium publishers, including A+E Global Media, Spectrum Reach, Fuse Media, NBCUniversal, Paramount, Warner Bros.

Jul

31st

2026

06:30

New Offerings, Emerging Tech, New Offerings, Marketing and Promotional Activities

FreeWheel launches Video Content Report

July 31, 2026 FreeWheel, a technology platform for the television advertising ecosystem, has launched Video Content Report, an insight tool available only in FreeWheel Buyer Cloud (formerly Beeswax) that helps close one of CTV buying’s biggest transparency gaps: understanding which premium series advertisers’ campaigns actually appeared across publishers.

Advanced Television

FreeWheel has commercial and technical partners like Comcast Technology Solutions (CTS), AMC Global Media and Comscore.

Example Customers

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