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Summary:

YouTube today announced it is conducting a trial with video ad startup FreeWheel through which publishers can serve their own ads directly into YouTube. The announcement is significant because YouTube rarely acknowledges tech partners, preferring to build things itself when it can. What’s so special about […]

YouTube today announced it is conducting a trial with video ad startup FreeWheel through which publishers can serve their own ads directly into YouTube. The announcement is significant because YouTube rarely acknowledges tech partners, preferring to build things itself when it can.

What’s so special about FreeWheel? The company, founded by former execs at DoubleClick (which was acquired by Google), has built an analogous platform for managing advertising on syndicated web videos. The deal helps YouTube appeal to larger partners by giving them more control and flexibility with their ads.

NNN Obama Girl - FreeWheel Overlay + 300x250

Publishers who want to try the new system have to be part of YouTube’s program that allows them to sell their own ads on YouTube (there are about 50 such partners) as well as customers of FreeWheel (which include CBS, Warner Bros. and Next New Networks), at least until the trial expands. Those who qualify are able to use FreeWheel to serve ads on their content around the web, meaning they can use their specialized ad sales and operations to potentially make more money and tie together campaigns on the same content across multiple platforms and sites. (However the trial will only apply to videos the partners upload themselves; clips identified by YouTube’s content ID system as part of a partner’s library can only show ads served by YouTube.)

The image above shows an Obama Girl video on the Next New Networks Barely Political channel displaying a FreeWheel-powered ad for another Next New Network property, $99 Music Videos.

San Mateo, Calif.-based FreeWheel announced in April it had raised $12 million in Series C funding from Foundation Capital and Battery Ventures.

  1. [...] ads to the videos distributed to YouTube and elsewhere through FreeWheel (which just announced a trial with YouTube [...]

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  2. [...] Leave a Comment I try not to write about portfolio company news or announcements but some recent press about FreeWheel Media is worth trumpeting given the potential significance it has for the entire [...]

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  3. [...] their attempt of announcing a beta trial test with FreeWheel, a company that specializes in online video advertising, has saved them. This venture will give [...]

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  4. [...] Kara Swisher of All Things D takes a swing at who she thinks could be targets including Teracent (AdExchanger Q&A) and Tumri (AdExchanger Q&A). The multi-variate creative companies resonate as the Website Optimizer (from Interwoven's multi-variate landing page Optimost product) has been an important value add to Google AdWords. Other possibilities would be Invite Media (AdExchanger Q&A), MediaMath (AdExchanger Q&A) or [x+1] (AdExchanger Q&A) as their tools provide a way to access the biddable environment of Google's DoubleClick AdEx display ad exchange – a huge area of potential growth for Big G, obviously. Freewheel (AdExchanger Q&A) seems like a "lock" to get acquired as they're bringing together ad serving across digital mediums and have already done a deal with Google's YouTube. [...]

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  5. [...] Other recent YouTube revenue-generating efforts include monetizing viral videos when they take off, partnering with FreeWheel to help partners serve their own ads, and allowing overlaid links to outside [...]

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  6. Excellent information I will probably use this in my classroom for future debates. We will periodically check in for future updates
    Michele Martel
    Thanks Again

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  7. This is really a very good offer by youtube and this is of real good help for everyone who want to place their adds.

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  8. [...] and Greylock Partners, faces solid competition; for instance, its competitor FreeWheel has a relationship with YouTube, the juggernaut in the online video space. Auditude’s other customers include Major League [...]

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  9. [...] of FreeWheel’s biggest wins was partnering with YouTube to serve ads from content partners like CBS and Vevo. Due to partnerships with YouTube and others, [...]

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