Disney/ABC TV Picks FreeWheel For Online, Mobile Ads


Disney/ABC Television Group signed an agreement with online-video advertising technology firm FreeWheel, which will manage advertising for video, display and mobile formats on ABC.com, ABCFamily.com, ABCNews.com and ABC's owned-and-operated TV stations.

The Walt Disney Co.'s ESPN also uses FreeWheel's Monetization Rights Management system to manage advertising.

Disney/ABC TV Group will use FreeWheel's MRM to execute converged campaigns including sponsorships and exclusivities, to monetize news content, to manage advertising with local affiliates, and to deliver monetized content across devices and partners.

"FreeWheel's focus on the television and entertainment industry allows the company to build technology that is uniquely suited to our needs," Skarpi Hedinsson, Disney/ABC Television Groupsenior vice president of technology and video platforms for digital media, said in a statement. "MRM is a critical piece of technology that will allow us to scale in the increasingly complex world of entertainment content."

Other FreeWheel clients include NBCUniversal, AOL, Fox, Turner Broadcasting System and Vevo.