Media Agency Havas Picks FreeWheel To Scale Programmatic Campaigns


Media agency Havas Media North America said it selected FreeWheel, Comcast’s ad tech company, as its preferred platform to build programmatic advertising campaigns, particularly on connected TV.

FreeWheel will work with Havas and its clients to deliver video advertising in programmatic guaranteed, and private marketplace deals with programmers.

“In our selection of an SSP partner, we sought a company that understood and championed a better approach to driving innovation in the TV ad ecosystem, as well as our commitment to creating and driving meaningful media strategies for our brands in North America,” said Tom Grant, senior VP, group director, investment operations, Havas Media Group. 

Also Read: Fox Picks Comcast’s FreeWheel To Manage Ad Inventory Portfolio

“FreeWheel stood out as a leader in this respect, through its big-picture, future-minded approach in delivering on results via premium video inventory for marketers, streamlining the media supply chain and industry leading transparency. We are very much looking forward to working with them to advance programmatic CTV buying for our clients,” Grant said.

Also Read: FreeWheel Enhances Yield Capabilities for Networks

The agency said working with FreeWheel as its supply-side platform will provide direct access to premium CTV programmers and MVPDs, a commitment to fair auction mechanics and pricing structures and an optimized supply chain with high quality standards and fraud monitoring.

“This collaboration brings together two like-minded partners who recognize and deeply value the importance of solving for some of today’s most pressing industry needs, including driving greater scale and transparency, simplifying complexities and delivering for our clients,” said Katy Loria, Chief Revenue Officer at, FreeWheel. “We are thrilled to be working with Havas Media Group and look forward to collaborating to make the premium video ecosystem better.” ■

Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.