Over the past few years, I’ve had the privilege of working closely with some of the most forward-thinking publishers, agencies, and advertisers in the TV advertising space. As the landscape has grown more dynamic and complex, so too has the need for a simpler, more cohesive way to understand and navigate the tools that power it.
Today, I’m excited to share a significant evolution in how FreeWheel presents its product ecosystem—one that better reflects our end-to-end capabilities and reinforces our commitment to modernizing TV advertising.
Introducing FreeWheel Suites
At the heart of this evolution is a more intuitive and unified solution architecture, organized into clearly defined suites. Designed to make it easier to understand how our offerings work together to drive value, we’ve streamlined and renamed several products to better align with our clients’ real-world needs and workflows.
FreeWheel Publisher Suite
Built to empower modern TV publishers with advanced, adaptable tools, FreeWheel Publisher Suite enables seamless inventory management and monetization. It includes:
- FreeWheel Streaming Hub
Formerly known as “MRM” or “TV Platform,” this full-stack supply-side solution simplifies video ad management and monetization with intelligent ad decisioning and an integrated SSP to maximize the value of every impression while respecting all ad delivery and business rules. - FreeWheel SSP
Building on our acquisition of StickyAds and the evolution of SFX, FreeWheel SSP is the world’s largest premium CTV marketplace, driving programmatic revenue through an expansive and diverse demand ecosystem for high‑quality, brand‑safe inventory across top TV shows and feature films.
FreeWheel Advertiser Suite
Just as we’ve built powerful tools for publishers, we’re also doubling down on innovation for agencies and advertisers. FreeWheel Advertiser Suite offers media buyers greater transparency, control, and flexibility over their CTV buying activities:
- FreeWheel Curation Hub
Our newest buy-side innovation gives agencies the tools to unify and efficiently manage their CTV supply portfolios, curate and activate their own deals, and track commitments with greater insight and flexibility. - FreeWheel DSP
Formerly known as the Beeswax DSP, our demand-side platform is built for turnkey, performance-focused programmatic buying, providing the most efficient path to premium TV inventory with built-in optimization and advanced identity capabilities for precise audience targeting. - FreeWheel Buyer Cloud
Formerly Beeswax’s Bidder-as-a-Service, or “BaaS,” this cloud-based, modular infrastructure empowers agencies to integrate CTV into their media management systems, providing full transparency and control over data activation, decisioning, optimization, and measurement to support tailored buying strategies and custom agency solutions.
Why This Update Matters
This is about more than just names—it’s about creating a clear and consistent experience for our customers. The new suite structure introduces more intuitive, descriptive names that better reflect the real-world needs of our clients. It makes it easier to understand the full breadth of our portfolio and how our solutions work together to power the modern TV advertising ecosystem—a meaningful step forward in FreeWheel’s evolution into a fully integrated, end-to-end platform.
A Few Things to Know
- Strata Remains the Same
Our flagship cross-channel media planning and buying platform, Strata, will continue under its current name and with the same great capabilities. - No Changes to Functionality
While the names are changing, the core functionality and the value we deliver are not. The same powerful tools, supported by the same dedicated teams, are still at your service. - New Innovations
FreeWheel Curation Hub and Buyer Cloud represent a new chapter in helping agencies take control over their CTV media investments to execute with greater efficiency and flexibility.
What Comes Next
You’ll see the new names reflected in our communications, documentation, and platform experiences moving forward. Most importantly, you’ll continue to see our unwavering focus on innovation and partnership—helping the world’s leading publishers and media buyers succeed in an increasingly programmatic, data-driven TV advertising environment.
I’m incredibly proud of the work our teams have done to bring this vision to life, and even more excited about where we’re headed. Let’s continue shaping the future of TV advertising—together.
To learn more, I encourage you to explore our updated Advertiser Suite and Publisher Suite pages or connect directly with your FreeWheel representative.
