Comcast’s FreeWheel has partnered data company Experian to provide more precise, addressable audiences to advertisers.
The tie-up aims to improve audience targeting for UK media buyers by integrating Experian’s household consumer insights into FreeWheel’s tech stack.
This encompasses FreeWheel’s Publisher Suite, demand-side solutions including FreeWheel DSP and Comcast Advertising’s new Media Solutions division.
Experian’s ConsumerView audience insights include comprehensive demographic, lifestyle and transactional spend data, which will be made available to brands and agencies seeking to plan and buy against Freewheel’s video inventory.
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Nicolas Mignot, FreeWheel’s vice-president, publisher sales and strategy, said Experian “recognised, early in the development of digital marketing, the importance of bridging data signals in a multifaceted media ecosystem”.
He added: “This type of collaboration and innovation are essential to ensure we continue to deliver cutting-edge solutions for today and tomorrow’s premium video advertising industry, while unlocking value for our advertising partners.”
The move comes as the connected TV (CTV) market has grown substantially in 2025. In the US, the IAB reported that CTV adspend grew 16% last year, as digital video surpassed linear for ad investment for the first time.
Research conducted by IAB UK and research consultancy MTM has forecast the UK CTV market to nearly double from 2024 to reach £2.94bn by 2028.
Reasons cited by the IAB for the surge in CTV interest include the growth of live events and sports programming on streaming platforms, alongside an expansion of self-serve and programmatic ad tools making it easier for advertisers to buy CTV inventory.
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