Multiscreen ad firm YuMe has forged a programmatic advertising partnership with StickyADS.tv that will integrate YuMe’s demand side platform (DSP) with StickyADS.tv’s supply side platform (SSP). 

The combo, YuMe said, will give advertisers and agencies access to premium video inventory online and on mobile across the globe, including access to more than 105 billion monthly bid requests, 150-plus private exchanges in 150 locations worldwide, and 20 “leading” TV broadcasters. 

Paris-based StickyADS.tv was recently acquired by FreeWheel, the Comcast-owned advanced ad-tech company. 

“After successfully launching our end-to-end programmatic video advertising platform last year, we’re pleased to announce such a pivotal strategic partnership for YFA in Europe,” Jayant Kadambi, chairman and CEO of YuMe, said in a statement. “This partnership expands the ability for our clients to purchase StickyADS.tv’s premium inventory across our major markets in Europe in a number of different formats, including Outstream and mobile, to deliver video campaigns in a seamless manner across multiple screens and devices. 

“We are delighted to enter into this formal agreement with YuMe that will contribute to widening our demand partner pool - more than 90 server-to-server demand integrations are live today,” added Gilles Chetelat, COO and co-founder at StickyADS.tv. “Through this new addition, we can now provide another premium direct demand source to our clients across the globe. YuMe’s strategic relationships with premium advertisers, especially in the US, will drive rapid growth for our clients.”

FreeWheel, the Comcast-owned advanced ad-tech firm, said it is strengthening its programmatic video capabilities via the acquisition of StickyADS.tv, a supply side platform (SSP) that helps publishers build, run and operate their own private exchange.

The deal, FreeWheel said, will give the company an automated system that will help its clients manage video inventory across multiple screens, while also providing a “TV compliant experience.”

Paris-based StickyADS.tv supports several major broadcasters in Europe, including TF1, France Télévisions and M6, as well as premium publishers such as Spiegel, Corriere della Sera, The Economist, and La Place Media. StickyADS.tv was founded in 2009.

“We are very excited to make this announcement. We are bringing together two companies who deeply understand the opportunities for the ‘New TV’ ecosystem on both sides of the Atlantic,” Doug Knopper, co-founder and co-CEO of FreeWheel, said in a statement. “StickyADS.tv has been a preferred SSP partner since September 2015 and in that short time we have been thoroughly impressed by both the quality of their platform and the knowledge of their team.”

“Our clients’ need to support automated sales has drastically accelerated over the last 18 months. We believe StickyADS.tv brings best-in-class SSP technology, specifically their focus on private exchange capabilities that put the publisher in control,” added James Rooke, FreeWheel’s chief revenue officer.

Comcast acquired FreeWheel in 2014. Its clients include AOL, DirecTV, Turner, Europe’s Sky  Channel 4, as well as corporate cousin NBCUniversal, which recently launched a linear programmatic sales initiative.