The agreement will integrate Experian’s household consumer insights into FreeWheel’s ecosystem, including its Publisher Suite platform and demand-side solutions such as FreeWheel DSP and Comcast Advertising’s media solutions division.

As part of the collaboration, Experian’s ConsumerView audiences, offering demographic, lifestyle and transactional spend insights, will also be made available.

Nicolas Mignot, vice-president publisher sales and strategy at FreeWheel, said: “This type of collaboration and innovation are essential to ensure we continue to deliver cutting-edge solutions for today and tomorrow’s premium video advertising industry while unlocking value for our advertising partners.”

Colin Grieves, managing director of Experian Marketing Services at Experian UK and Ireland, added: “By integrating our data and expertise with FreeWheel, we’re helping brands unlock the full potential of video – combining rich insights with premium inventory to drive relevance, performance and measurable impact.”