The Performance Suite, available within FreeWheel’s Beeswax, enables automated and precise campaign optimization and measurement on CTV.

FreeWheel, a global technology leader in the TV industry, has announced the launch of the Performance Suite, available on its demand-side platform, Beeswax. The suite is designed to help advertisers reach their connected TV (CTV) performance goals with advanced, machine learning-based solutions and customizable tools. As CTV viewership rises, advertisers face challenges like signal loss and inaccurate targeting due to the instability of IP addresses. The Performance Suite addresses these issues by leveraging FreeWheel’s Identity Network, enabling precise targeting, optimization, and measurement.

1. Challenges in CTV Advertising:

   • CTV buyers often rely on IP addresses, which are unstable identifiers, leading to inaccurate targeting, understated reach, and misattributed conversions.
   • The shift in CTV viewership presents new advertising opportunities but also increases the complexity of achieving measurable results.

2. Introducing the Performance Suite:

   • Precise Targeting and Optimization:
     • Powered by FreeWheel’s Identity Network, the Performance Suite uses both deterministic and probabilistic identity resolution for accurate household targeting on CTV.
   • Efficient Custom Bidding:
     • The suite offers off-the-shelf, machine learning-based optimization models that use individual campaign data to improve performance, without needing extensive custom work.
   • Comprehensive Measurement Tools:
     • Advertisers can choose from a variety of measurement and reporting options, including Ghost Bidding, incrementality reporting, and granular log-level data, to prove campaign effectiveness.

3. Key Features and Benefits:

   • Cost-Per-Acquisition (CPA) Bidding Strategy:
     • A CPA bidding strategy, tailored to each buyer’s campaign goals and data, helps reduce costs and increase conversions. For example, Optimal Media used this strategy to drive 40% more conversions with a 32% decrease in cost-per-acquisition for a national automotive client.
   • Increased Conversions and Efficiency:
     • The Performance Suite enables advertisers to reach their CTV performance goals more efficiently, optimizing their media spend and maximizing results.

4. Industry Impact and Future Investments:

   • Client Success:
     • Optimal Media’s success story underscores the effectiveness of FreeWheel’s Performance Suite in achieving tangible results for clients in the competitive CTV landscape.
   • Ongoing Innovation:
     • FreeWheel is committed to continually enhancing the Performance Suite, focusing on delivering stronger performance and efficiency for buyers, and improving the overall CTV advertising experience.

The launch of FreeWheel's Performance Suite represents a significant advancement in CTV advertising, providing performance marketers with the tools they need to overcome the challenges of inaccurate targeting and inefficient optimization. By leveraging the FreeWheel Identity Network and machine learning-driven strategies, the suite offers precise targeting, efficient bidding, and comprehensive measurement, ensuring that advertisers can achieve their campaign goals while maximizing their budgets.