The media group ProSiebenSat.1 and the technology platform FreeWheel, a subsidiary of Comcast, have agreed on a new commercial partnership. The aim is to make it easier for advertising customers, agencies and publishers throughout Europe to access high-quality video advertising spaces - both in traditional linear TV and in the connected TV (CTV) and streaming sectors.

The core of the cooperation is the integration of the Media Manager from ProSiebenSat.1 subsidiary Virtual Minds, which will be rolled out across Europe in future. Via FreeWheels Streaming Hub, advertisers will have programmatic access to a large inventory of TV and streaming advertising slots. This is intended to simplify media buying and strengthen networking between advertisers and media providers.

Markus Messerer, Chief Commercial Officer at ProSiebenSat.1, emphasises that the partnership primarily meets the requirements for technological standardisation and international scalability. ProSiebenSat.1 has a long-standing co-operation with FreeWheel, which is now being extended to a European level.

Thomas Bremond from Comcast Advertising also emphasises that the collaboration improves the monetisation of addressable TV and CTV advertising. The joint solution is aimed specifically at European broadcasters and is intended to facilitate the transition from linear television to digital, convergent offerings.

With this partnership, ProSiebenSat.1 is strengthening its strategy of providing new impetus for the advertising market through innovative co-operations. The company already works closely with partners such as RTL and is involved in various pan-European projects such as EBX.