FreeWheel, the leading global technology platform for the streaming advertising ecosystem, today (28th April, 2026) announced the launch of Partner Portal, a centralised hub that enables partners to create, test, and scale solutions for premium publishers.

Partner Portal accelerates innovation by facilitating the creation of specialised, publisher‑specific applications on top of FreeWheel’s operating system, spanning areas such as optimisation, planning, and automation to address the distinct needs and objectives of the premium TV ecosystem. Among the first partners to integrate with Partner Portal are DanAds and Watching That.

As streaming becomes central to TV advertising, the industry’s pace of innovation has not always kept up. Fragmented onboarding, limited visibility into platform capabilities, resource-intensive integrations, and difficulty scaling across publishers have slowed progress at a time when workflows are becoming more complex and demand for premium CTV continues to grow.

Partner Portal addresses these challenges by simplifying how approved partners can connect their offerings to the FreeWheel Streaming Hub. Whether it’s for creative selection, intelligence pacing or testing agentic AI copilots, partners can request access to APIs, test integrations in secure sandbox environments, and launch solutions for shared publisher customers—all within a single, unified interface. This approach reduces the need for bespoke, one-off builds while maintaining the controls required for premium television.

"Partner Portal gives FreeWheel partners a faster, more secure way to build and bring new capabilities to market without sacrificing the trust and control publishers deserve," says Matt Clark, VP of strategy and partnerships at FreeWheel. "Built on FreeWheel Streaming Hub, it reflects our 'built in, build on' approach: standardised access without sacrificing flexibility. Unlike one‑size‑fits‑all tools, its purpose is built around CTV workflows, supporting how premium TV is bought, sold, and managed today."

As streaming advertising evolves at an increasingly rapid pace, publishers need fast, secure access to tools that solve core challenges such as campaign management, yield optimisation, and measurement, without adding complexity to their existing tech stacks or relinquishing control. Partner Portal provides a trusted yet open environment where publishers can seamlessly integrate new capabilities, maintain full control over permissions, and unlock AI‑powered solutions that streamline operations and create stronger connections between buyers and sellers.

Initial partners building and launching solutions through Partner Portal include DanAds and Watching That, highlighting that Partner Portal can support a range of tools from campaign operations and operational control, without increasing operational burden for publishers.

"With self‑service now a must‑have for modern TV publishers globally, integrating DanAds with FreeWheel Streaming Hub via Partner Portal enables a consistent, branded buying experience that connects directly to premium inventory across regions," said Peo Persson, co-founder and CCO at DanAds. "That combination helps publishers unlock new advertiser demand, protect pricing, and scale efficiently without adding operational complexity."

"Every streaming publisher is accountable for operational problems they can't see across a stack that now spans dozens of partners and systems. Partner Portal lets Watching That's operations control platform plug directly into FreeWheel so publishers can finally see the full picture of their ad operations, and act on it before revenue walks out the door," Cameron Church, CEO & founder, Watching That. 

Future releases will include partner access to FreeWheel MCP Server to empower AI models to standardise how partners access FreeWheel tools and data without custom integrations.In conjunction with this release, FreeWheel is also relaunching its partner site. For partners interested in learning more about Partner Portal or to request access, visit freewheel.com/partnerportal.

Comcast Advertising

Comcast Advertising is the advertising division of Comcast. As a global leader in media, technology and advertising, the company fosters powerful connections between brands and their audiences as well as among publishers, distributors, MVPDs, agencie...

More about Comcast Advertising »

Powered by PressBox