Comcast’s Ad-Tech Arm FreeWheel to Purchase Beeswax – Adweek
Mergers and acquisitions in the programmatic advertising sector are ramping up again
FreeWheel Adds Programmatic Depth By Acquiring Beeswax – NextTV
FreeWheel rolls into more flexible bidding technologies
“As the ecosystem becomes increasingly complex, sellers and buyers of media want similar capabilities: great automation, simplicity, and the ability to manage data-driven campaigns across hundreds of endpoints. By incorporating Beeswax’s technology into FreeWheel’s offering, we can deliver even more value to clients of both companies, helping them better navigate and succeed in this new landscape,” said Dave Clark, General Manager, FreeWheel.
“We’re looking forward to integrating our BaaS platform into FreeWheel’s global infrastructure to accelerate our vision of giving our customers greater flexibility, transparency, and control over their media buying,” said Ari Paparo, CEO, Beeswax. “Now, together with Freewheel, we can deliver scale across all programmatic channels, including advanced TV advertising.”
FreeWheel has been in the market for a DSP for some time now and announced today that it has agreed to acquire Beeswax, a DSP founded by CEO Ari Paparo. Financial terms were not disclosed. FreeWheel says the acquisition will expand FreeWheel’s current programmatic marketplace capabilities across all forms of television and video advertising, including Connected TV (CTV) and Set-top Box Video on Demand (STB VOD).
Beeswax positioned their programmatic advertising capabilities through its unique Bidder-as-a-Service™ (Baas) customizable bidding stack, used by leading media companies and brands. FreeWheel says that this capability will complement their existing technologies and add value to its current supply-side and demand-side clients. The exponential growth of programmatic transactions has driven a need for more customizable and flexible bidding technologies to serve a diversifying user base.