FreeWheel, a global technology platform for the television advertising industry, has partnered with Lotame, a provider of data enrichment solutions for global enterprises, to expand audience data across its product suite in EMEA.

Using the breadth and depth of audience data from the Lotame Data Marketplace, FreeWheel will be able to enhance addressable audiences and reach for video advertising buyers in the region.   

Cookie-free, behavioural, demographic and purchase intent data from Lotame Data Marketplace will be integrated into FreeWheel’s premium video media sales house, AudienceXpress and programmatic buying platform, Beeswax. Buyers will benefit from precise audience profiles and targeting across all premium video inventory, but with a key focus on connected TV (CTV).  

Matt Clark, VP of partnerships at FreeWheel, said: “Our mission at FreeWheel is to help brands and agencies tap into the incredible potential of total video advertising through privacy-first solutions.

“To enhance audience targeting in EMEA we needed a data partner that offers both scale and accuracy, and we found this in Lotame. We’re excited for buyers to get hands-on with our newly-expanded audiences.”  

Hunter Terry, head of CTV at Lotame, said: “As third-party cookies are phased out, buyers are looking for new avenues for precise audience targeting at scale.

“CTV is ideal for high-attention, premium placements, but can feel disconnected from the wider digital ecosystem. By bringing in trusted and scaled audience data from Lotame Data Marketplace, FreeWheel will unlock the full potential of CTV as the best of both worlds between TV and digital advertising.”  

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