Direct integrations with Data Trust, L2, Resonate, and RevOptimal empower political buyers and sellers on FreeWheel’s platform with the most robust, data-driven audience targeting capabilities.
Today, FreeWheel, the leading global technology platform for the streaming advertising ecosystem, announced on-platform integrations with leading political data providers, including Data Trust, L2, Resonate, and RevOptimal. Available through both Streaming Hub and Buyer Cloud, the partnerships enable political advertisers to access FreeWheel’s industry-leading speed and precision in targeting custom audience segments based on detailed geographic, demographic, voting and other data.
Looking to the 2026 mid-terms, CTV political ad spending is forecast to surge to $2.5 billion – representing a 128% increase over 2022 – with CTV as the only media type with increased ad spending over the last two election cycles.[i] With FreeWheel’s direct access to premium CTV and ability to quickly find and target audiences at scale, it is seeing significant growth in this large advertising segment. In fact, FreeWheel saw a 603% increase in total demand for programmatic CTV political ad spend in the 2024 election compared to 2020.[ii]
“As CTV plays an increasingly larger role in political advertising, buyers need more accurate audience data with access to diverse supply for an ‘in-the-moment’ ability to target audiences with the right message,” said Soo Jin Oh, Chief Commercial Officer at FreeWheel. “In a market that needs to move fast with ads that can change on a daily basis, only FreeWheel combines flexible options of integrated audience data with robust supply-side scale as the underlying advertising technology for many of the largest premium publishers.”
FreeWheel gives political campaigns, media buyers, agencies and advocacy groups direct access to premium CTV supply with massive reach combined with rich, bipartisan data from Data Trust, L2, Resonate, and RevOptimal to quickly find audience segments, voter information, issues and causes, and other details for custom targeting.
“Political advertisers will demand both massive reach and pinpoint accuracy throughout next year’s midterms, and Scripps is committed to meeting that demand by combining our extensive local and national footprint with best-in-class advertising technologies,” said Ahmad Jackson, VP of Political and Pay for Performance at Scripps. "Our partnership with FreeWheel is an important part of this strategy, allowing us to leverage a comprehensive suite of tools for audience management, programmatic monetization, and direct marketplace access. This end-to-end capability helps us unlock the full value of our premium CTV inventory of live sports, local news, and entertainment, giving campaigns the sophisticated, data-informed tools they need to connect with voters across our trusted local and national brands.”
“Highly accurate voter data is the foundation of successful audience targeting on CTV,” said Jon Black, President & CEO at Data Trust. “Through this partnership, Data Trust’s unparalleled arsenal of electoral data and other consumer data insights will enable our partners to reach the right voters where they are with unmatched precision across all channels in a multi-platform strategy.”
“Connecting L2’s nonpartisan, instantly accessible voter data with FreeWheel’s premium CTV supply gives campaigns the holy grail of scale, precision, and speed. L2’s continuously updated voter file—refreshed more frequently than any other provider and free from minimums or party gatekeeping—lets buyers build and optimize custom segments in real time, reach persuadable voters where they live and vote, and eliminate waste,” said Paul Westcott, Executive Vice President at L2
“Winning political campaigns demands more than basic data; it requires depth, speed, and foresight,” said Bob Brennan, Senior Vice President, Political and Advocacy Partnerships at Resonate. “Our integration with FreeWheel empowers campaigns to meet voters where they are—grounded in their values, priorities, and lived experiences—so outreach feels personal, not programmatic.”
“RevOptimal empowers advertisers to connect with real people through deterministic audience data, built from self-declared behaviors and beliefs,” said Eric Slone, Chief Technology Officer at RevOptimal. “Our audiences are nationally representative and balanced across dozens of attributes, enabling the delivery of targeted messages based on authentic motivations — from civic engagement and cause affinities to industry associations and work history. Together with FreeWheel, we’re bringing unprecedented accuracy, scale, and trust to CTV audience targeting.”
About FreeWheel
FreeWheel empowers all segments of the streaming advertising ecosystem. We are structured to provide the full breadth of solutions the advertising industry needs to achieve their goals. We provide the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types, and all sales channels, in order to ensure the ultimate goal – results for marketers. With offices in New York, Chicago, London, Paris, Beijing, and across the globe, FreeWheel, A Comcast Company, stands to advocate for the entire industry through the FreeWheel Council for Premium Video. For more information, please visit freewheel.com, and follow us on X and LinkedIn.
[i] AdImpact, “Political Projections Report 2025-2026,” September 2, 2025, https://adimpact.com/blogs/adimpacts-political-projections-report-2026
[ii] FreeWheel internal data, MPE/SFX and Programmatic Module activity 2020 vs. 2024 election cycle.
View source version on businesswire.com: https://www.businesswire.com/news/home/20251119770151/en/
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FreeWheel
Doug Broad
comcastadvertising@threeringsinc.com