Channel 4 Picks FreeWheel for Video and Display Ad Management

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Channel 4 has chosen to work with Silicon Alley video advertising software management company FreeWheel for its video and display advertising. Channel 4 will consolidate its ad operations for Channel 4, E4, and Film 4 with FreeWheel's Monetization Rights Management (MRM) technology. The solution should give Channel 4 more options in managing ad rights for video-on-demand content, let it manage display advertising across all its properties from one location, and control content syndicated to partner sites, including YouTube.

The MRM product will also help Channel 4 by showing which videos are delivering the most revenue and giving a deeper look at performance with a variety of metrics. It includes tools for avoiding advertiser conflicts and controlling sponsorships across a variety of devices.

"Our viewers understand our dedication to bringing content from Channel 4's network channels to digital platforms through our syndication efforts on iOS smartphones and tablets, gaming consoles like the Xbox 360 and PS3, and partner sites like YouTube," says Barry John, Channel 4's advertising operations and inventory controller. "FreeWheel's technology allows us to tie all of that together, so that we can better manage our ad selling process and maximize the revenue generated from our video content."

This isn't FreeWheel's first entry into the U.K. market. The company already works with Sky, and works internationally with ESPN and Discover.

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