Redbox Partners With Comcast’s FreeWheel Digital Ad Platform

Redbox Oct. 4 announced it is partnering with FreeWheel, the Comcast-owned facilitator for digital advertising. Through this technology, Redbox claims advertisers will be able to more easily access and buy its content inventory — both nationally and locally — and target specific audiences.

Redbox offers two free streaming options — AVOD, which contains thousands of free movies, and free ad-supported television (FAST), which features more than 100 free channels. The company has been rapidly expanding both areas through content deals with studios and networks.

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As Redbox focuses on continuing to expand to local markets nationwide, FreeWheel’s partnership across the ecosystem will enable advertisers, demand side platforms (DSPs), and buyside systems to easily access Redbox inventory with scale and simplicity.

“As we continue to ramp efforts in the free streaming space, we knew FreeWheel would accelerate our advertising capabilities and allow advertisers to easily micro-target viewers across all our streaming platforms,” Jason Kwong, chief strategy and digital officer at Redbox, said in a statement. We’re excited to partner with them and to further grow our business.”

“Redbox has put a lot of focus on their growing advertising business, and with that comes the need to monetize their vast amount of inventory,” said Dave Clark, General Manager of FreeWheel. “We are thrilled to be working with the team at Redbox to scale their national advertising footprint across local markets, as well as facilitating unique local demand in ways that work best for their business. As FreeWheel continues to expand our focus and enable better connection across the ecosystem, Redbox is an ideal partner.”