DirecTV buys equity stake in FreeWheel to drive TV Everywhere advertising
DirecTV (Nasdaq: DTV) said it acquired an equity stake in digital ad insertion technology provider FreeWheel and that it will work with the company to deliver advertising to subscribers watching programming on Apple's (Nasdaq: AAPL) iPad and other mobile devices.
The satellite TV provider said it will use FreeWheel technology to insert ads into TV series available through its DirecTV Everywhere product, which includes content from Viacom (NYSE: VIA), A&E Networks and other cable programmers. Comcast's (Nasdaq: CMCSA) NBCUniversal struck a deal with FreeWheel last April to use its Monetization Rights Management system to deliver multiplatform advertising.
DirecTV didn't disclose how it may share revenue generated by the digital ad insertion with networks included in its TV Everywhere service.
"Being able to offer our programming partners seamless digital advertising will help us secure top content and provide our customers with the most robust 'everywhere' product available," DirecTV SVP of Digital Entertainment Products Tony Goncalves said in a prepared statement.
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