Untapped Growth & FreeWheel Team To Give Indie And Mid-Market Advertisers Access To Premium CTV Inventory

Today Untapped Growth, a media buying collective built for independent agencies and mid-market advertisers, announced a new partnership with FreeWheel, a global technology platform for the streaming advertising ecosystem, to democratize premium CTV advertising opportunities for brands of all sizes. Together, the two companies are working together “to bring equitable access to media and transparent pricing to independent agencies and mid-sized brands.”

“Independent agencies and mid-sized brands have long been boxed out of premium CTV opportunities,” said Brendan Clifford, Untapped Growth Managing Partner. “This collaboration with FreeWheel changes that. We’re streamlining access to truly innovative CTV strategies, traditionally available to only the largest of agencies. This partnership is making it easier for advertisers to show up where their audiences are, offering transparency, efficient pricing and better outcomes.”

Founded to remove the barriers that have kept indie and mid-market advertisers from taking full advantage of the digital advertising market, Untapped Growth says it is “now ensuring they have access to the full suite of strategic opportunities in the premium CTV space. Through this partnership with FreeWheel, advertisers can efficiently reach streaming audiences with more relevant and targeted messaging. In turn, publishers get access to diversified demand that provides a more varied and relevant ad experience for viewers.”

“At FreeWheel, we’re committed to expanding access to premium video environments for all advertisers,” said Eric Davis, FreeWheel head of independents and political, programmatic demand. “Untapped Growth’s approach to empowering indie and mid-market agencies aligns perfectly with our mission. With this partnership, we’re building a more open, equitable ecosystem that benefits publishers, advertisers, and viewers alike.”

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