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FreeWheel extends TF1 PUB partnership

The expanded collaboration aims to support TF1 PUB's digital acceleration strategy

FreeWheel has announced an extension of its collaboration with TF1 PUB.

The partnership aims to enable TF1 PUB to further leverage FreeWheel’s ad management solution as the TF1 group continues its journey to becoming a global streaming platform. Additionally, TF1 PUB will deploy FreeWheel’s new suite of integrated tools to manage the fragmented streaming distribution landscape, said the company.

FreeWheel’s interoperable platform enables unified and optimised decision-making across global demand sources, which, said the company, aims to provide TF1 with increased yield, transparency and control over monetisation while delivering enhanced viewer experiences.

The announcement reflects the intensification of TF1 Group’s digital strategy as it seeks to adapt to new consumption habits driven by the increase in streaming, as exemplified by the recent launch of the TF1+ platform.

Sylvia Tassan Toffola, general manager TF1 PUB, said, “TF1 PUB is pleased to renew and expand its partnership with Freewheel. In line with its digital acceleration strategy, the TF1 Group is setting new goals for its streaming business and connected TV deployment. TF1 PUB will leverage Freewheel’s expertise to strengthen the monetisation of its digital inventory.”