FreeWheel, the technology platform for the streaming advertising industry, and streaming specialist Roku have announced an expansion of their longstanding partnership, following strong results from the collaboration launched in 2024. With this strategic move, Roku establishes the FreeWheel Streaming Hub as a platform for Roku Advertising, deepening the pair’s connection.
Roku’s CTV supply can now be activated through the FreeWheel Streaming Hub with better demand signals, more transparency, and more efficient monetisation. At the same time, this partnership creates greater scale for buyers to transact more efficiently with Roku inventory, with a direct path to the FreeWheel Advertiser Suite.
“At Roku, we want to create better outcomes for all our advertisers and content partners, with more transparency and streamlined workflows,” said Miles Fisher, Senior Director, Strategic Advertising Partnerships, Roku. “This collaboration with FreeWheel is a great opportunity to represent supply to buyers and deliver a more efficient, data-rich environment.”
“The combination of Roku’s scale and market leadership in CTV and FreeWheel’s premium content and direct connections make this collaboration a game changer for the CTV ad marketplace,” said Greg Bel, Vice President, Head of Supply, FreeWheel. “Our expanded partnership is a marked transformation, as Roku shifts from a demand partner to a full platform client, truly impacting our mutual partners by giving them the ease, speed, and precision they asked for.”
“As one of the world’s leading media and entertainment companies, NBCUniversal has long been focused on making premium video easier for advertisers to buy and measure,” stated Alison Levin, President of Advertising and Partnerships at NBCUniversal. “Roku’s large scale and this expanded partnership with FreeWheel creates more transparency and efficiency across the marketplace, ultimately driving better outcomes for both advertisers and publishers.”
“As audience growth across streaming continues to accelerate, Warner Bros Discovery is focused on maximising the value of our premium storytelling across every platform while helping shape a more integrated and efficient premium video ecosystem,” added Jill Steinhauser, Group Senior Vice President of Platform Monetization and Partnerships at Warner Bros Discovery. “This partnership between Roku and FreeWheel enhances our initiatives by giving advertisers greater access to streaming audiences at scale and drives more effective results for both advertisers and publishers.”