Untapped Growth Partners with FreeWheel to Expand Premium CTV Access
Together, Untapped Growth and FreeWheel are working to bring equitable access to media and transparent pricing to independent agencies and mid-sized brands.
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Untapped Growth, the media buying collective built for independent agencies and mid-market advertisers, has announced a new partnership with FreeWheel, a technology platform for the streaming advertising ecosystem, to democratise premium CTV advertising opportunities for brands of all sizes.
Together, the two companies are working to bring equitable access to media and transparent pricing to independent agencies and mid-sized brands.
“Independent agencies and mid-sized brands have long been boxed out of premium CTV opportunities,” said Brendan Clifford, Managing Partner at Untapped Growth.
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“This collaboration with FreeWheel changes that. We’re streamlining access to truly innovative CTV strategies, traditionally available to only the largest of agencies. This partnership is making it easier for advertisers to show up where their audiences are, offering transparency, efficient pricing and better outcomes.”
Founded to remove the barriers that have kept indie and mid-market advertisers from taking full advantage of the digital advertising market, Untapped Growth is now ensuring they have access to the full suite of strategic opportunities in the premium CTV space.
Through this partnership with FreeWheel, advertisers can efficiently reach streaming audiences with more relevant and targeted messaging. In turn, publishers get access to diversified demand that provides a more varied and relevant ad experience for viewers.
Agencies such as Code3 are already seeing how being a part of Untapped Growth has supercharged their advertisers’ businesses through premium CTV access.
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“Since we became an Untapped Growth member, we’ve been able to offer our clients and prospects media rates and platform access at parity with the biggest scaled agency players in the world — it’s been a game changer for us to compete on neutral ground against the Goliaths for the first time,” said Craig Atkinson, Code3’s CEO.
“We LOVE our odds in a fair fight.”
Eric Davis, Head of Independents and Political, Programmatic Demand, FreeWheel, said, “At FreeWheel, we’re committed to expanding access to premium video environments for all advertisers.”
“Untapped Growth’s approach to empowering indie and mid-market agencies aligns perfectly with our mission. With this partnership, we’re building a more open, equitable ecosystem that benefits publishers, advertisers, and viewers alike.”
The partnership with FreeWheel marks an early step in Untapped Growth’s plans to widen access to media buying, with a focus on making it more inclusive and efficient for advertisers of different sizes.
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