Column6 launches global partnership with FreeWheel and its Beeswax technology to help advertisers reach more connected TV audiences across America

NEW YORK–(BUSINESS WIRE)–Column6, an innovative connected television (CTV) platform, announced today that it has integrated FreeWheel’s Beeswax bidding technology to optimize campaigns across Column6’s offering. As a result, Beeswax customers have full access to programmatically acquire inventory and expand audiences to new CTV audiences at scale across America in a streamlined workflow. Column6 has a large and growing presence in the US, Canada and Latin America with 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, vice president, US Supply Revenue, FreeWheel. “Through our unique integration with Column6, our Beeswax customers are now able to efficiently identify and reach their desired audiences on CTV devices across the Americas – including the growing Latin American market. It’s another example of FreeWheel finding enhanced ways to connect buyers and sellers across the industry.”

By 2025, the US is expected to spend more than $30 billion on CTV ads, an increase of over 233% from 2020’s $9 billion. Global CTV impressions grew 60% year over year in 2020, and CTV accounted for 40% of all video impressions, up from 31% in 2019. Column6 is present among the 500+ million connected mobile devices in Latin America, which is the top source of consumption of CTV, AVOD and FAST content in this market.

“We’re excited to expand our partnership with FreeWheel and Beeswax’s enhanced bidding technology across America,” said Josh Feuer, President of Column6. “Our joint success in the USA serves as a blueprint for new emerging markets.”

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About Column6

Column6, a DigitalReef company, is a global advertising platform built for connected TV. The C6 platform includes an advanced CTV ad server, unified auction, and thriving CTV marketplace. Column6 provides ad management and addressability tools for CTV in a unified auction for RTB buyers. Column6 is focused on the future of CTV and being an integral partner for emerging CTV publishers and platforms. These include: Unified auction with RTB and managed campaigns, audience targeting tools, real-time reporting, content signals, ad podding and frequency management. The platform includes an integrated and transparent marketplace with pre-integrated RTB buyers competing for reachable CTV audiences in a unified auction.

Column6, a DigitalReef company, works with CTV media owners and platforms across America, as well as major OEMs, wireless carriers and regional broadcasters. It is headquartered in Miami and has offices in New York, Sao Paulo, Mexico City and Bogota.

About FreeWheel

FreeWheel, a Comcast company, is empowering all segments of the new TV ecosystem. We are structured to offer the full range of solutions the advertising industry needs to achieve their goals. We provide the technology, data support and converged marketplaces needed to ensure buyers and sellers can transact on any screen, across any data type and any sales channel to ensure the ultimate goal – results for marketers.

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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