Stagwell, the global challenger network transforming marketing through AI, today (27th April, 2026) announced a unified technology infrastructure powered by FreeWheel, the leading global technology platform for the streaming advertising ecosystem, to give advertisers direct access to the core infrastructure of premium video and connected TV. The integration enables faster activation, greater transparency, and access to high‑value inventory at scale, setting a new standard for how premium TV advertising operates in today’s converged market.  

FreeWheel’s Curation Hub and Buyer Cloud will integrate into Stagwell’s media acquisition layer. Alongside other partner integrations, FreeWheel will power Stagwell Curate — a centralised deal marketplace and bespoke inventory curation platform that consolidates preferred supply relationships across the Stagwell network into a single, always-on, source of trusted supply. 

Stagwell Curate connects Stagwell directly to FreeWheel’s industry-leading supply-side technology, trusted by leading global premium TV publishers. Now, Stagwell agencies are expected to experience reduced friction in the buying process and closer collaboration with publishers to deliver a more direct and efficient path to high-quality inventory. 

"As CTV performance increasingly depends on access to premium supply and proprietary data, FreeWheel gives us both," said Matt Adams, global CEO of Stagwell Media Platform. "By working directly within premium streaming environments and activating our data through FreeWheel’s tech stack, we deliver a more efficient path to inventory, stronger signal fidelity, and better outcomes for clients." 

The integration delivers structural advantages embedded directly into Stagwell Media Platform, including:  

• More working media for clients enabled by material reduction in ad tech fees 
• Improved auction win rates driven by ad‑server‑level proximity 
• Enhanced optimisation capabilities 
• Unified cross‑screen activation across streaming and linear TV 

"Stagwell is redefining how agencies access and activate premium supply," said Kris Magel, VP, head of global agency partnerships at FreeWheel. "By leveraging FreeWheel’s end‑to‑end solutions - sourcing directly from our publishing partners through Curation Hub and activating via Buyer Cloud - Stagwell is building a customised offering giving their clients full control of the programmatic supply chain, enabling custom supply creation, reducing unnecessary tech taxes, and ultimately delivering more working media and stronger returns for their advertisers." 

Comcast Advertising

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