German media group ProSiebenSat.1 and FreeWheel, a Comcast-owned global technology platform specialising in video advertising, have announced a strategic partnership aimed at enabling pan-European cross-media campaigns across television and digital platforms.
The alliance marks a significant milestone in the companies’ shared ambition to provide advertisers and agencies with seamless access to premium video inventory, spanning both linear TV and connected TV (CTV). Leveraging FreeWheel’s established technology footprint across Europe, the partnership integrates with the Media Manager platform developed by ProSiebenSat.1 subsidiary Virtual Minds, which will now be rolled out Europe-wide.
“This expanded partnership with FreeWheel will enable international, cross-media advertising campaigns across TV, streaming, and digital channels,” said Markus Messerer, Chief Commercial Officer at ProSiebenSat.1. “It directly addresses key industry demands for technological harmonisation and the international scalability of advertising campaigns. Our foundation lies in FreeWheel’s advanced ad tech and our cutting-edge Media Manager, which facilitates programmatic booking of TV inventory. As a company, we are committed to forging strong tech partnerships, such as our collaboration with RTL in the German-speaking region.”
The partnership includes full deployment of FreeWheel’s Streaming Hub, designed to streamline media buying and strengthen the connection between advertisers and publishers. The integration allows media buyers to access and transact on a large, combined inventory of CTV and linear TV via demand-side platforms (DSPs).
“We’re thrilled to deepen our long-standing partnership with ProSiebenSat.1 to power their linear addressable and CTV ad monetisation using our ad-decisioning and programmatic solutions,” said Thomas Bremond, Managing Director of Comcast Advertising International. “Together, we’re delivering a solution tailored for European broadcasters that supports the transition from traditional linear models to a digitally convergent future. This unique approach simplifies the complex world of multiscreen TV advertising, a goal we remain committed to at FreeWheel and across Comcast Advertising.”
Under the agreement, ProSiebenSat.1’s Media Manager will also be introduced to FreeWheel’s existing network of European broadcasters. The technology will enable programmatic access to advertising inventory across ProSiebenSat.1’s linear TV channels, ad-supported streaming service Joyn, and its CTV and online video offerings.
The move reflects ProSiebenSat.1’s wider strategy of growth through partnerships, aimed at reshaping the European advertising landscape. The group is already involved in several high-profile collaborations, including with RTL for convergent offerings in the DACH region, and with marketing initiatives such as d-force, Addressable TV Initiative (ATVI), and the pan-European advertising joint venture EBX.
