FreeWheel Launches New Solutions for Advertisers to Leverage CTV as a Performance Marketing Vehicle
FreeWheel has launched the Performance Suite for its demand-side platform, Beeswax, offering advanced solutions for CTV performance marketing. The suite addresses challenges in signal loss and identity representation, enabling more precise targeting, optimization, and measurement through the FreeWheel Identity Network. Key features include:
1. Accurate household-level targeting and measurement
2. Machine learning-based optimization models
3. Transparent measurement and reporting options
A notable success story includes Optimal Media achieving 40% more conversions and a 32% decrease in cost-per-acquisition for a national automotive manufacturer using the CPA bidding strategy.
FreeWheel ha lanciato la Performance Suite per la sua piattaforma lato domanda, Beeswax, offrendo soluzioni avanzate per il marketing delle performance CTV. La suite affronta le sfide di perdita di segnale e rappresentazione dell'identità, consentendo un targeting, ottimizzazione e misurazione più precisi tramite la FreeWheel Identity Network. Le caratteristiche principali includono:
1. Targeting e misurazione accurata a livello domestico
2. Modelli di ottimizzazione basati su machine learning
3. Opzioni di misurazione e reporting trasparenti
Una storia di successo notevole include Optimal Media che ha raggiunto un 40% in più di conversioni e una riduzione del 32% del costo per acquisizione per un produttore automobilistico nazionale utilizzando la strategia di offerta CPA.
FreeWheel ha lanzado la Performance Suite para su plataforma del lado de la demanda, Beeswax, ofreciendo soluciones avanzadas para el marketing de rendimiento CTV. La suite aborda los desafíos de pérdida de señal y representación de identidad, permitiendo un targeting, optimización y medición más precisos a través de la Red de Identidad de FreeWheel. Las características clave incluyen:
1. Targeting y medición precisa a nivel de hogar
2. Modelos de optimización basados en aprendizaje automático
3. Opciones de medición e informes transparentes
Una historia de éxito notable incluye a Optimal Media, que logró un 40% más de conversiones y una reducción del 32% en el costo por adquisición para un fabricante de automóviles nacional al utilizar la estrategia de puja CPA.
FreeWheel은 Performance Suite를 수요 측 플랫폼인 Beeswax에 출시하여 CTV 성과 마케팅을 위한 고급 솔루션을 제공합니다. 이 제품군은 신호 손실 및 ID 표현 문제를 해결하여 FreeWheel Identity Network를 통해 보다 정교한 타겟팅, 최적화 및 측정을 가능하게 합니다. 주요 기능은 다음과 같습니다:
1. 정확한 가구 수준의 타겟팅 및 측정
2. 머신러닝 기반의 최적화 모델
3. 투명한 측정 및 보고 옵션
주목할 만한 성공 사례로는 Optimal Media가 CPA 입찰 전략을 사용하여 국내 자동차 제조업체에 대해 40% 더 많은 전환과 32% 감소한 인수 비용을 달성한 사례가 있습니다.
FreeWheel a lancé la Performance Suite pour sa plateforme côté demande, Beeswax, proposant des solutions avancées pour le marketing de performance CTV. La suite répond aux défis de perte de signal et de représentation d'identité, permettant un ciblage, une optimisation et une mesure plus précises grâce au Réseau d'Identité de FreeWheel. Les caractéristiques principales incluent :
1. Ciblage et mesure précis au niveau du foyer
2. Modèles d'optimisation basés sur l'apprentissage automatique
3. Options de mesure et de reporting transparentes
Une histoire de succès notable comprend Optimal Media, qui a réussi à obtenir 40 % de conversions en plus et une réduction de 32 % du coût par acquisition pour un fabricant automobile national en utilisant la stratégie d'enchères CPA.
FreeWheel hat die Performance Suite für seine Demand-Side-Plattform Beeswax eingeführt und bietet fortschrittliche Lösungen für CTV-Performance-Marketing. Die Suite geht Herausforderungen wie Signalverlust und Identitätsdarstellung an, um präzisere Targeting, Optimierung und Messung über das FreeWheel Identity Network zu ermöglichen. Zu den Hauptmerkmalen gehören:
1. Präzises Targeting und Messung auf Haushaltsebene
2. Auf maschinellem Lernen basierende Optimierungsmodelle
3. Transparente Mess- und Berichtsmöglichkeiten
Eine bemerkenswerte Erfolgsgeschichte ist, dass Optimal Media mit der CPA-Bietstrategie für einen nationalen Automobilhersteller 40% mehr Conversions und eine 32%ige Reduzierung der Akquisitionskosten erreicht hat.
- Launch of Performance Suite to enhance CTV advertising capabilities
- Integration of FreeWheel Identity Network for more precise targeting and measurement
- Implementation of machine learning-based optimization models
- Successful case study showing 40% increase in conversions and 32% decrease in cost-per-acquisition
- None.
Insights
FreeWheel's launch of the Performance Suite for CTV advertising represents a significant advancement in the rapidly evolving digital advertising landscape. This development addresses key challenges in the CTV space, particularly around identity resolution and campaign optimization. The suite's ability to leverage both deterministic and probabilistic data through the FreeWheel Identity Network is a notable differentiator in a market grappling with signal loss and identity issues.
The reported
The Performance Suite's integration of machine learning for campaign optimization is a technologically advanced approach to CTV advertising. By utilizing individual campaign data rather than cross-platform data, FreeWheel addresses privacy concerns while potentially improving targeting accuracy. The suite's off-the-shelf ML models for custom bidding strategies lower the barrier to entry for advertisers who may lack the resources for fully customized solutions.
The combination of first-party IDs from premium publishers, buyers' first-party data and industry identity graphs creates a robust identity solution. This approach could prove resilient in the face of ongoing privacy changes and the deprecation of third-party cookies. However, the effectiveness of this solution will depend on the breadth and quality of FreeWheel's publisher network and the accuracy of their identity resolution algorithms.
The Performance Suite, available within FreeWheel’s Beeswax, enables automated and precise campaign optimization and measurement on CTV.
With ongoing concerns around signal loss and lack of deterministic identity used to represent the household, buyers face inaccurate targeting, understated reach, and incorrectly attributed conversions. Underpinned by FreeWheel’s unique identity solution, the FreeWheel Identity Network, the Performance Suite tackles these challenges by enabling more precise targeting, optimization, and measurement through the use of both deterministic and probabilistic identity resolution within the system.
“The shift in CTV viewership brings new ad opportunities, but also presents challenges: CTV buyers primarily lean on IP addresses to reach households, however, IPs are not a stable identifier. This makes it difficult for buyers to accurately target and measure users at the household level. That being said, measurable results and the ability to optimize effectively remain non-negotiables for performance marketers,” said Mark McKee, General Manager FreeWheel. “With that in mind, we created an advanced set of results-driven, efficient, and transparent tools for performance marketers to accurately achieve their campaign goals while maximizing their budgets.”
With the Performance Suite customers can:
- Reach CTV Performance Goals: Allows for precise audience targeting, greater reach, and more measurable conversions. The FreeWheel Identity Network enables household targeting, optimization, and measurement on CTV with a combination of first-party IDs permissioned for use from FreeWheel’s portfolio of premium publishers, buyers’ first-party IDs, and industry-leading identity graphs in a privacy-centric manner.
- Optimize Efficiently: Take advantage of a custom bidding strategy without all of the custom work. The Performance Suite’s off-the-shelf, advanced machine learning optimization models are trained to use each client’s individual campaign data to improve performance, rather than leveraging cross-platform data.
- Prove Campaign Effectiveness: Keeps transparency at the forefront, by choosing from a range of measurement and reporting options to dig into performance, from sophisticated Ghost Bidding and incrementality reporting to granular log-level data.
One of the key machine-learning optimization capabilities within the Performance Suite is a cost-per-acquisition (CPA) bidding strategy, developed for each buyers’ campaign goals and based on their data alone. One of FreeWheel’s agency partners, Optimal Media, used the CPA bidding strategy on CTV inventory to drive
“At Optimal, we are committed to utilizing cutting-edge technologies to maximize the efficiency and effectiveness of our clients’ media spend, and our partnership with FreeWheel has allowed for remarkable success for a national automotive manufacturer,” said Paula Thompson, Vice President, Client Strategy at Optimal. “Together, we have driven increased conversions while simultaneously reducing the cost-per-acquisition.”
As new challenges arise across the CTV landscape, FreeWheel will continue to invest in the Performance Suite, with advancements designed to provide stronger performance and efficiency for buyers, generating a better CTV advertising experience.
About FreeWheel
FreeWheel empowers all segments of The New TV Ecosystem. We are structured to provide the full breadth of solutions the advertising industry needs to achieve their goals. We provide the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types, and all sales channels, in order to ensure the ultimate goal – results for marketers. With offices in
View source version on businesswire.com: https://www.businesswire.com/news/home/20240813278198/en/
Media Contacts:
Meredith Fitzgerald
215-970-8504
Meredith_Fitzgerald@Comcast.com
Source: FreeWheel
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