FranceTV Publicité & FreeWheel Expand Partnership
by on 16th Jun 2026 in News
FreeWheel, a Comcast company and the leading global technology platform for the streaming advertising ecosystem, and FranceTV Publicité, the advertising sales house of France Télévisions, France’s largest public broadcaster, have announced the extension of their longstanding partnership. As part of the collaboration, FreeWheel will enable the French streaming platform to bolster its digital strategy through enhanced monetisation solutions while unlocking new growth opportunities.
Building on nine years of success, FranceTV Publicité will continue to leverage FreeWheel’s advanced advertising technology, which delivers comprehensive solutions for the highly complex and fragmented streaming landscape. The FreeWheel platform helps media companies increase their ad revenues by unifying and optimising ad decisioning across all demand sources, integrating direct and programmatic sales, while maintaining control and transparency.
In response to rapidly shifting television consumption habits, FranceTV Publicité is evolving its advertising model, recognising that CTV screens serve as a powerful catalyst for shared content and relevant viewing experiences. Currently, digital impressions underrepresent true audience reach by overlooking multiple viewers per screen, limiting yield and understating the value delivered to advertisers.
To bridge this gap, powered by FreeWheel’s technology and integrated Médiamétrie data, FreeWheel is partnering with FranceTV Publicité to pilot an automated, co-viewing adjusted monetisation model with the objective to transform how audience value is calculated. Initial testing, conducted ahead of the official launch later this year, shows the successful validation of the end-to-end workflow while also generating valuable learnings to inform the next phase.
In addition, FranceTV Publicité is piloting FreeWheel’s new AI-powered contextual offering, Context Engine. The solution, integrated into FreeWheel Streaming Hub and powered by Comcast Technology Solutions’ VideoAI, applies computer vision and generative AI to analyse video programming at scale, transforming content contextual signals for advertisers, and in turn improving monetisation opportunities for the publisher.
"France Télévisions is one of Europe's foremost broadcasters, and we're proud to elevate our partnership with FranceTV Publicité, unlocking fresh momentum to support its first-to-market ambitions," said Laurence d'Août, VP, sales, international, FreeWheel. "Our long-standing relationship has already been instrumental in establishing the france.tv platform and we’re thrilled to support them in their adoption of new, market-shaping solutions, such as co-viewing and Context Engine. Our achievements and pioneering solutions are proof of how collaborative innovation can reshape the future of TV advertising."
"For the past nine years, FreeWheel has been a key technology partner for FranceTV Publicité, supporting the monetisation of our video advertising inventory. The extension of this longstanding relationship is built on trust and driven by a shared vision: to innovate and create ever greater value for advertisers," said Vincent Salini, head of digital at FranceTV Publicité.
"Today, we are taking this collaboration a step further and partnering with FreeWheel to test a co-viewing-adjusted monetisation model for CTV screens, marking it one of the first adoptions of the technology in the French market. This advancement will enable us to better reflect the shared consumption of content on connected TVs. At the same time, our pilot of FreeWheel’s Context Engine is opening up new opportunities in contextual targeting and inventory monetisation through the power of artificial intelligence. These initiatives are part of a broader, technology-first collaboration," Salini concluded. "Together, we are helping to shape the next generation of video advertising and streaming standards, delivering greater value for both advertisers and audiences."
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