Comcast plans to move video advertising technology platform FreeWheel and self-serve ad platform Universal Ads to NBCUniversal when the media company separates from Comcast next year, according to company communications obtained by tipsheet.
The decision resolves a question we raised yesterday about the future ownership of two important advertising technology businesses — and puts renewed attention on their independence as AI transforms how premium video advertising is bought and sold.
In the communication obtained by tipsheet, NBCUniversal Chairman Matt Strauss outlined the rationale for the move:
“Bringing these businesses to NBCUniversal keeps FreeWheel closely aligned with the premium video marketplace it serves, while maintaining its independence as a standalone entity.”
Both businesses are expected to become part of NBCUniversal’s Media Group, with their existing management teams and operational safeguards remaining in place.
The leadership structure includes:
- James Rooke, president of Comcast Advertising, will move to NBCUniversal, reporting to Strauss and continuing to oversee both businesses.
- Mark McKee will continue managing FreeWheel’s day-to-day operations.
- James Borow will continue managing Universal Ads.
FreeWheel serves publishers that compete with NBCUniversal, making its operational independence an important consideration.
Strauss said FreeWheel and Universal Ads would continue operating as independent, industry-agnostic businesses, with existing organizational firewalls protecting publisher clients. NBCUniversal Advertising and Sky Media will remain FreeWheel customers.
Comcast did not respond to a request for comment before publication.
The AI opportunity
FreeWheel’s technology extends beyond publisher ad serving to the buy side through Buyer Cloud, its customizable DSP built on the DSP fka Beeswax.
Earlier this month, NBCUniversal, FreeWheel, Carat and Newton announced an agentic buying solution built on Buyer Cloud to help optimize upfront advertising investments.
FreeWheel also launched AI agent infrastructure for premium video advertising in March, including a pilot with PMG.
From tipsheet: NBCUniversal is getting technology on both sides of premium video transactions, including infrastructure for AI-powered buying.
FreeWheel promises to remain independent and industry-agnostic. But as AI agents assume more responsibility for advertising decisions, will competing publishers and advertisers be comfortable with NBCUniversal owning that infrastructure?