Overview

Beeswax users can leverage FreeWheel/Comcast+ Segments to target nationally scaled, premium CTV segments based on Comcast’s deterministic aggregated viewership data. 

Currently, Beeswax is the only DSP to offer the FreeWheel/Comcast+ Segments, making Beeswax the sole and exclusive seller!

Use Cases

There are several unique use cases that can be addressed with these segments: 

• Incremental Audience - Customers want to reach consumers that were not previously exposed to their linear campaigns.
• Digital Extension - Customers want to further reach consumers that have been exposed via their linear campaigns.
• Competitor Conquest - Customers want to message consumers that have been recently exposed to their competitor’s linear campaigns.
• Green Field - Customers want to reach consumers that have not been recently exposed to their own or competitor’s linear campaigns.
• Cord Cutters - Customer wants to reach individual households based on their television viewing habits. 
• Interest - Customer wants consumers based on their interest in certain genres.

Benefits

Based on Comcast linear viewership events, Comcast is the largest MVPD (Multichannel Video Programming Distributors) in the US covering 1 in 4 US households.

• Deterministic - The largest linear viewership footprint in the US serves as the foundation, without relying on ACR (Automatic Content Recognition).
• Aggregated - Digital data is combined across ecosystem partners to capture a holistic view of consumers.
• Nationally Scaled - Third party data modeling extends reach to all US markets and increases accuracy.
• Comprehensive - Segments are only available through FreeWheel today. The segment library is comprehensive and data-driven.

How it Works 

FreeWheel/Comcast+ Segment encompasses the following:

• Deterministically combined with Experian’s thousands of attributes across demographics, technographics, socioeconomics, geography, and more.
• Proprietary National Models are built and defined by FreeWheel’s Data Science team.
• Ensures a tight band of model accuracy.
• Taxonomy is updated yearly (except for Linear Program, which is updated bi-yearly).
• Segment data gets refreshed monthly (except for Linear Brand Ad Exposure, which is updated weekly).

Taxonomy Summary

Takeaways:

• Some segments may not appear on your line item for targeting if your advertiser's category is restricted. Please reach out to your Account Manager to know more about Advertiser Industry Restrictions based on NAI Guidelines and how it applies to you. See the Restricted Industries List here.
• Currently it applies for US based segment data only. EU based users can use these segments when running campaigns in the US.  
• Some categories are broken into number of segments. 
  For example: Brand Ad Exposure category is broken by exposure decile group per brand.