Marketing agency Stagwell is looking to increase working media for clients and improve their programmatic auction win rates when buying streaming TV.
The company’s media acquisition layer will be integrated with FreeWheel’s Curation Hub and Buyer Cloud to give advertisers a more direct and efficient path to this inventory.
Other benefits include better data access and optimisation capabilities, greater transparency, faster activation and more predictable access to high‑value inventory at scale, the two companies state.
Curation Hub is a self-serve advertising platform that combines direct publisher access with exclusive content metadata and audience insights.
Buyer Cloud (formerly Beeswax) is a demand-side platform (DSP) that works off the shelf or which can be customised.
This technology will power Stagwell Curate — a centralised deal marketplace and bespoke inventory curation platform.
Preferred supply relationships
Stagwell Curate consolidates preferred supply relationships across the Stagwell network into a source of trusted supply.
Stagwell says advertisers are increasingly focused on supply path optimisation, transparency, and performance and its integration with FreeWheel addresses these priorities.
It promises reduced friction in the buying process and closer collaboration with publishers.
“The result is a more streamlined, accountable, and performance‑driven model for transacting premium TV advertising at scale,” the marketing agency claims.
“This is setting a new standard for how premium TV advertising operates in today’s converged market.”
According to Matt Adams, Global CEO of Stagwell Media Platform (above, right): “CTV performance increasingly depends on access to premium supply and proprietary data.
“FreeWheel gives us both.
“By working directly within premium streaming environments and activating our data through FreeWheel’s tech stack, we deliver a more efficient path to inventory, stronger signal fidelity, and better outcomes for clients.”
Kris Magel, VP, head of global agency partnerships at FreeWheel (also pictured), says Stagwell is redefining how agencies access and activate premium supply.
“By leveraging our end‑to‑end solutions – sourcing directly from our publishing partners through Curation Hub and activating via Buyer Cloud – Stagwell is building a customised offering giving their clients full control of the programmatic supply chain.
“This enables custom supply creation. It reduces unnecessary tech taxes.
“Ultimately it delivers more working media and stronger returns for Stagwell’s advertisers.”
