FreeWheel, A Comcast Company powers the technology, data enablement, and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types, and all sales channels, in order to ensure the ultimate goal – results for marketers.

We partner with publishers and distributors to grow their businesses via differentiated solutions designed to break down the silos of television and digital video and generate demand. In tandem, we provide the solutions for brands and agencies to reach their audiences in unprecedented ways. In doing so, we are ensuring the future of television. Through our open ecosystem, partnership-based approach and successful execution of our focus, television will be ready for any and all challengers. Publishers and distributors will have the solutions needed to grow their business in unprecedented ways, and brands and agencies will gain the only thing that has ever mattered – the results they need. With offices in New York, San Francisco, Chicago, London, Paris, Beijing, and across the globe, FreeWheel, A Comcast Company, stands to advocate for the entire industry through the FreeWheel Council for Premium Video.

Putting the consumer at the heart of data strategy

March 10, 2021 | 1 min read

The ad industry is going through a period of complex change as technology and legislation around data are rapidly evolving

The impact is being felt across the industry and various players are trying to adjust to the changes by ensuring consumers feel comfortable about how their data is processed and that their privacy concerns are addressed.

Key changes include the deprecation of the third-party cookie (with Chrome looking to stop supporting third-party cookies over the next two years), as well as updates with device ID such as Apple’s iOS 14. These modifications have deep ramifications for many in the ad industry and all players are trying to better understand the full extent of the impact. Combined with privacy regulations such as GDPR in Europe and CCPA in the U.S. publishers and other owners of first-party data have had to adjust and ensure that consumers have options to manage the personal information that is collected, shared and used.

The report can be downloaded here >>