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 tV and streaming ad tech, RTB and programmatic and marketer and agency technology.

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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

26th

2026

23:31

Emerging Tech, B2B Tag

Programmatic advertising on TV is set to increase this year

Per Comcast, the number of advertisers running programmatic TV ads increased 14% in the first half of 2025, compared with 2024. Meanwhile, ad views from new advertisers rose 29% in the same period. Exact figures were not specified.

Digiday

Jan

26th

2026

07:30

FAST is Redefining Premium TV

Free ad-supported streaming TV (FAST) has moved well beyond its early days and has now established itself as a cornerstone of the premium video ecosystem. Offering the same lean-back, high-quality experience as traditional TV without the subscription fees, FAST has become a core component of how audiences consume TV – and a powerful tool for advertisers to reach engaged viewers at scale.

Freewheel

Jan

21st

2026

12:39

Partnerships and Alliances, Artificial Intelligence, B2B Tag

AI Is Turning Static TV Ad Packages Into Real

LAS VEGAS – For years, buying premium video advertising meant navigating a maze of separate workflows, incompatible systems, and manual processes that kept linear television and streaming in distinct silos. But that fragmentation is now collapsing under the weight of artificial intelligence, which is reshaping how advertisers access and activate across the entire video landscape.

Beet.TV

Jan

21st

2026

10:45

B2B Tag

Why Programmatic TV in Europe Is Now a Strategic Imperative

Across Europe, broadcasters are looking to automation via programmatic technology to unlock efficiency, scale, and data-driven targeting.

Freewheel

Jan

16th

2026

08:45

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.

MarTech Cube

Jan

16th

2026

05:05

Partnerships and Alliances, Emerging Tech, B2B Tag

CTV Is Stuck In Its Growing Pains. Can AI Save the Day?

Hello, readers! I’m back in the writer’s corner covering the convergent TV advertising world and delivering today’s CTV dispatch for AdExchanger after a stint at Magnite doing corporate communications. Going forward, I’ll be sharing AdExchanger’s CTV newsletter with Associate Editor Victoria McNally, since the beat is just too big to be a one-woman job.

AdExchanger

Jan

15th

2026

10:55

Management Changes, Emerging Tech, B2B Tag

A Strata GM Is Named By FreeWheel

Media Moves Media News A Strata GM Is Named By FreeWheel By RBR-TVBR - Comcast-owned streaming advertising entity FreeWheel has a new General Manager for its media management software, Strata. “By appointing a GM and establishing Strata as a dedicated platform organization, FreeWheel is deepening its commitment to brands, agencies and media sellers that rely on the software,” the Comcast unit says.

Radio & Television Business Report

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

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

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

Example Customers

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Example Partners

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Analysis

Data

Analysis

Data

FreeWheel

2024 Revenue

Founded

Headcount

Headquarters

Primary Segment

Ownership

Deployments

News Summary:

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