NEW YORK–(BUSINESS WIRE)–Column6, an innovative connected television (CTV) platform, today announced that it has integrated FreeWheel’s Beeswax bidding technology to optimize campaigns across Column6’s supply chain. As a result, Beeswax clients will have full access to programmatic inventory acquisition and audience expansion to new CTV audiences at scale across America in one streamlined workflow. Column6 has a large and growing footprint in the US, Canada and Latin America among major original equipment manufacturers (OEMs) and emerging CTV publishers and platforms.
“Beeswax is a leading demand-side platform for buyers to access premium CTV inventory,” said Misha Williams, VP, US Delivery Revenue, FreeWheel. “Through our unique integration with Column6, our Beeswax customers are now able to effectively identify and reach their desired audiences on CTV devices across the Americas – including the growing Latin American market. This is another example of FreeWheel finding improved ways to connect buyers and sellers across the industry.”
By 2025, the US is projected to spend more than $30 billion on CTV ads, an increase of over 233% from the $9 billion spent in 2020. Global CTV impressions in 2020 grew 60% year-over-year, and CTV accounted for 40% of all video impressions, up from 31% in 2019. Column 6 is present among the 500 million+ connected mobile devices in Latin America, which is the main source of consumption of CTV, AVOD and FAST content in this market.
“We are excited to expand our partnership with FreeWheel and Beeswax’s enhanced bidding technology across America,” said Column6 President Josh Feuer. “Our combined success in the US serves as a template for new emerging markets.”
More information on integrated technologies can be found at Column6.tv and freewheel.com.
Regarding Column 6
Column6, a DigitalReef company, is a global advertising platform built for connected TV. The C6 platform includes an advanced CTV ad server, a unified auction and a thriving CTV marketplace. Column 6 provides ad management and targeting tools for CTV in a single auction for RTB buyers. Column6 is focused on the future of CTV and is an integral partner for CTV’s emerging publishers and platforms. This includes: unified auction with RTB and managed campaigns, audience targeting tools, real-time reporting, content alerts, ad groups and frequency management. The platform features an integrated and transparent marketplace with pre-integrated RTB buyers competing in a unified auction for addressable CTV audiences.
Column6, a DigitalReef company, works with CTV media and platform owners in the Americas and with major OEMs, mobile operators and regional distributors. It is headquartered in Miami with offices in New York, Sao Paulo, Mexico City and Bogotá.
FreeWheel, a Comcast company, is enabling all segments of the new TV ecosystem. We are structured to provide the full range of solutions that the advertising industry needs to achieve its goals. We provide the technology, data enablement and converged marketplaces needed to ensure buyers and sellers can transact across all screens, across all data types and across all sales channels to ensure the ultimate goal – results for merchants.
With offices in New York, San Francisco, Chicago, London, Paris, Beijing and around the world, FreeWheel, a Comcast company, advocates for the entire industry through the FreeWheel Council for Premium Video.
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