Stagwell has partnered with FreeWheel to build a unified TV advertising infrastructure across connected TV, linear and live sports.
The integration will give Stagwell agencies direct access to FreeWheel’s premium video and CTV supply infrastructure, with the aim of improving transparency, reducing adtech fees and simplifying access to high-value inventory.
FreeWheel’s Curation Hub and Buyer Cloud will be integrated into Stagwell’s media acquisition layer and used to power Stagwell Curate, a central marketplace for curated premium supply across the Stagwell network.
Stagwell said the platform will allow agencies to work more directly with publishers, improving activation speed and reducing friction in the buying process.
Matt Adams, global CEO of Stagwell Media Platform, said the partnership gives the group access to premium supply and proprietary data, helping clients achieve better outcomes in CTV.
Kris Magel, VP, head of global agency partnerships at FreeWheel, said the agreement gives Stagwell greater control of the programmatic supply chain, while reducing unnecessary technology costs and increasing working media for advertisers.
The move reflects continued convergence between streaming and linear advertising, as agencies seek more direct paths to premium video inventory and better measurement across screens.
