The planned separation of Comcast and NBCUniversal, announced earlier this year, presents a unique opportunity for each company to pursue its own strategic priorities, invest for growth, and create long-term value.
Today, we’re sharing our intended plan for FreeWheel and Universal Ads to move to NBCUniversal once the planned separation is complete, bringing both businesses closer to the premium video marketplace while preserving their independence. We believe this move will build on Freewheel’s strong foundation, creating new opportunities to accelerate innovation on behalf of the industry and strengthen FreeWheel’s position as a best-in-class, independent platform for premium video.
Our plan, upon completion of the separation, is for FreeWheel and Universal Ads to align to the NBCUniversal Media Group, reporting to Matt Strauss, Chairman of NBCUniversal Media with no change to how either business operates today. This would allow both to continue to function as independent, industry-agnostic businesses with the same mission, strategy, management team, and compliance controls currently in place. NBCUniversal Advertising, Sky Media, and Comcast Advertising would remain clients of FreeWheel, managed the exact same way as today.
Supporting Publishers and Advertisers
FreeWheel has always operated on the belief that an open, interoperable ecosystem, with partnership and collaboration at the center, is critical for the health of premium video. As competitive pressures mount, that need has never been greater. FreeWheel remains committed to connecting the ecosystem and making it easier for clients to work with their industry partners of choice.
With advertising at the core of NBCUniversal, we believe closer alignment with ad technology will accelerate FreeWheel’s mission on behalf of the premium video ecosystem. FreeWheel will be able to respond more directly to the evolving needs of publishers and advertisers—building technology that simplifies operations, improves performance, and drives better business outcomes.
For publishers, this will reinforce FreeWheel’s commitment to providing technology that helps manage cross-screen supply, improve monetization, diversify demand, and strengthen the competitiveness of premium video.
For advertisers, it will create greater opportunities to improve planning and activation, simplify access to premium video at scale, and drive better business outcomes.
The goal remains the same: make premium video work better for everyone by reducing complexity, improving interoperability, and helping advertisers and publishers connect through high-quality, trusted environments.
A Continued Commitment to Independence and Trust
Since 2014, FreeWheel has operated within Comcast Corporation, which also includes NBCUniversal Advertising and Sky Media, while serving publishers and advertisers across the premium video ecosystem. That commitment will not change.
FreeWheel will continue to do so with the same safeguards and firewalls in place today, maintaining customer confidentiality, neutrality, and choice — and helping publishers retain control over their businesses, data, and inventory. And as we enter a new technology frontier, this control now extends to enabling our clients to build their own differentiated solutions on top of our API-first platform.
Powering What’s Next. Together.
In short, customers and partners can expect continuity—backed by even greater focus and investment. FreeWheel will continue to support its full range of products, services, and relationships, with the same focus on operational excellence, customer success, and ecosystem-wide value.
FreeWheel is ready to help shape what comes next—working alongside partners across the industry to advance the technology and innovation needed to move the entire premium video ecosystem forward.
