Mediaset, the leading commercial TV provider in Italy and Spain, recently revealed the extent to which the Comcast Cable subsidiaries Comcast Technology Solutions (CTS) and FreeWheel have helped the build, management and monetisation of its Mediaset Play streaming service, which is available across multiple platforms including on Smart TVs with HbbTV technology. Focused on AVOD, this deployment showcases the benefits of using the CTS online video management platform and FreeWheel’s advertising management platform as an integrated tech stack, including time-to-market.
The CTS technology boosts live streaming functionality and platform stability, with a subsequent improvement in user experience. VOD distribution has been optimised to enable wider reach. FreeWheel provides a complete advertising management solution for brand-safe advertising in premium video inventory and its technology will support interactive and addressable TV advertising on Mediaset Play, creating innovative ‘products’ that Mediaset’s ad sales house, Publitalia, can sell to advertisers.
Paola Colombo, General Manager, Adtech and Business Development for Publitalia comments: “By being able to use the Comcast Technology Solutions and FreeWheel platforms as part of an integrated technology stack, Mediaset will be able to achieve high-quality delivery and improved time-to-market through one standardised platform and vendor. The collaboration will also ensure that we, in partnership with Mediaset, can better monetise content optimally, and increase revenue and provide a better yield on investment.”