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

Marketer and agency technology

Ownership

Privately Owned

Deployments

97

News Summary:

On September 17, 2026, FreeWheel, a Comcast-owned television advertising technology company, published research indicating that increased ad load in streaming programs significantly reduces brand recall. The study found that 41% of viewers unprompted recalled an advertisement running in a lightly loaded program, compared to 26% when it ran alongside nine minutes of commercials per half hour. Earlier the same day, FreeWheel introduced Premium Signals Packaging, an offering designed to integrate quality attention and emotional resonance signals into curated inventory packages. This aims to assist buyers in identifying and activating high-engagement, outcome-driven Connected TV (CTV) environments, while also providing publishers with new ways to differentiate premium supply. This follows a September 5 report from FreeWheel, which revealed that 48% of media buyers in television advertising overestimate viewer dislike for artificial intelligence (AI) in ads, even as market participants remain split on whether AI improves the medium.

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

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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 tV and streaming demand side platform. For full access to FreeWheel's revenue breakdown subscribe to Caretta Portal.

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Sep

17th

2026

23:45

B2B Tag, Marketing and Promotional Activities

More ads cut streaming brand recall from 41% to 26%, FreeWheel finds

FreeWheel, the Comcast-owned television advertising technology company, published research on September 15, 2026 showing that the same streaming advertisement was recalled unprompted by 41% of viewers when it ran in a lightly loaded programme and by 26% when it ran alongside nine minutes of commercials per half hour.

Sep

17th

2026

07:53

Emerging Tech, B2B Tag

FreeWheel Brings Attention, Quality and Emotional Resonance Signals into CTV Buying

Premium Signals Packaging now brings quality, attention and emotional resonance signals into curated inventory packages, helping buyers identify and activate high-engagement, outcome-driven CTV environments while giving publishers new ways to differentiate premium supply.

PressReleasePoint

Sep

17th

2026

06:30

Partnerships and Alliances, Emerging Tech, New Offerings, B2B Tag, Partnerships, New Offerings

FreeWheel Brings Attention, Quality and Emotional Resonance Signals into CTV Buying

FreeWheel Brings Attention, Quality and Emotional Resonance Signals into CTV Buying Premium Signals Packaging now brings quality, attention and emotional resonance signals into curated inventory packages, helping buyers identify and activate high-engagement, outcome-driven CTV environments

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.

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

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