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DIRECTV will introduce a digital advertising insertion service for its DIRECTV Everywhere multi-screen TV offering later this year. The company says the new advertising capabilities will help it secure the best content while also creating a new revenue stream for the platform.
The ad insertion solution is being developed in partnership with FreeWheel, the video advertising technology provider that helps companies manage advertising and operations across multiple devices. “DIRECTV, its programming partners and advertisers will now be able to reach customers through the big screen and on mobile devices to create a sustainable advertising model on digital platforms,” the satellite operator says.
“We are constantly looking for new ways to grow our DIRECTV Everywhere platform with the best and most recent content available from top programmers,” says Tony Goncalves, Senior Vice President, Digital Entertainment Products at DIRECTV. “Being able to offer our programming partners seamless digital advertising will help us secure top content and provide our customers with the most robust ‘everywhere’ product available. FreeWheel is a leader in the industry with an expert management team and is widely used by many programmers, making it a perfect match for DIRECTV.”
In addition to the commercial agreement, DIRECTV has also taken an equity position in FreeWheel. The investment will enable DIRECTV to have insight into the product roadmap and industry evolution, as well as develop deeper relationships with industry leaders and key partners.