FreeWheel, a technology platform for the TV industry, has announced the availability of the Performance Suite with solutions created for activation on its demand-side platform, Beeswax. The Performance Suite offers off-the-shelf, machine learning-based solutions, in addition to Beeswax’s customisable tools, designed to help buyers reach their CTV performance goals.

With ongoing concerns around signal loss and lack of deterministic identity used to represent the household, buyers face inaccurate targeting, understated reach, and incorrectly attributed conversions. Underpinned by FreeWheel’s identity solution, the FreeWheel Identity Network, the Performance Suite tackles these challenges by enabling more precise targeting, optimisation, and measurement through the use of both deterministic and probabilistic identity resolution within the system.

“The shift in CTV viewership brings new ad opportunities, but also presents challenges: CTV buyers primarily lean on IP addresses to reach households, however, IPs are not a stable identifier. This makes it difficult for buyers to accurately target and measure users at the household level. That being said, measurable results and the ability to optimise effectively remain non-negotiables for performance marketers,” said Mark McKee, General Manager FreeWheel. “With that in mind, we created an advanced set of results-driven, efficient, and transparent tools for performance marketers to accurately achieve their campaign goals while maximising their budgets.”

One of the key machine-learning optimization capabilities within the Performance Suite is a cost-per-
acquisition (CPA) bidding strategy, developed for each buyers’ campaign goals and based on their data
alone. One of FreeWheel’s agency partners, Optimal Media, used the CPA bidding strategy on CTV
inventory to drive 40 per cent more conversions with a 32 per cent decrease in cost-per-acquisition for a national
automotive manufacturer.

“At Optimal, we are committed to utilising cutting-edge technologies to maximise the efficiency and effectiveness of our clients’ media spend, and our partnership with FreeWheel has allowed for remarkable success for a national automotive manufacturer,” said Paula Thompson, Vice President, Client Strategy at Optimal. “Together, we have driven increased conversions while simultaneously reducing the cost-per-acquisition.” As new challenges arise across the CTV landscape, FreeWheel will continue to invest in the Performance Suite, with advancements designed to provide stronger performance and efficiency for buyers, generating a better CTV advertising experience.

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Categories: Advertising, Articles, Connected TV

Tags: advertising, CTV, FreeWheel