DirecTV to use, invest in FreeWheel for TV Everywhere technology

Partnership designed to drive advertising onto multiple screens
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TV Everywhere doesn't pay for itself, which is why DirecTV (Nasdaq: DTV) is pushing a new digital video ad insertion component into its TV Everywhere offering.

The satellite provider has partnered with and taken an equity position in video advertising technology provider FreeWheel. The two companies will push digital ad insertion products into the DirecTV package, and the equity position will give DirecTV "insight into the product road map and industry evolution" and let the satellite provider "develop deeper relationships with industry leaders and key partners," a DirecTV press release said.

"We are constantly looking for new ways to grow our DirecTV Everywhere platform with the best and most recent content available from top programmers," Tony Goncalves, DirecTV's senior vice president of digital entertainment products, said in the press release. "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 isn't the only company working with FreeWheel, said co-founder and co-CEO Doug Knopper, noting that "over 70 percent of brands found in the standard cable television lineup" are part of the FreeWheel "customer set."

"Our work with DirecTV allows us to continue our efforts to connect the largest content owners with the broadest distributors to increase video syndication," Knopper said.

For more:
- DirecTV issued this press release

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