Cognitiv Taps FreeWheel for the First Time, Giving Advertisers Direct Access to Premium CTV Supply Through Deep Learning
Cognitiv expands premium CTV access by simplifying transactions and driving full-funnel performance
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Cognitiv, the leading advanced performance partner powered by deep learning, today announced an integration with FreeWheel, a global technology platform for the television advertising ecosystem, deepening Cognitiv’s growing Connected TV (CTV) offering. This partnership gives Cognitiv’s advertisers direct access to FreeWheel’s premium CTV inventory, enabling its deep learning models to evaluate and bid on high-value video opportunities in real time, benefiting both brands and publishers.
CTV has become a critical channel for advertisers, but buying premium inventory programmatically can still require navigating an increasingly fragmented supply chain. Traditionally, multiple tech layers can sit between an advertiser and publisher inventory, adding complexity to how media is accessed and transacted. Demand for automated access to premium inventory is growing: according to FreeWheel’s 1H 2026 Video Monetization Report, programmatic ad views on FreeWheel’s platform grew 25% year over year in the U.S., and the number of unique advertisers adopting automated buying rose 25%.
Connecting Cognitiv’s deep learning technology directly with FreeWheel establishes a streamlined path between advertiser demand and premium publisher supply in real time. By unifying inventory across direct-sold, sponsorship, and programmatic channels, within the primary ad server for the majority of the premium CTV ecosystem, FreeWheel provides buyers greater visibility and expanded access across its premium publisher ecosystem.
The integration comes as Cognitiv continues to build strong performance across CTV, where its deep learning models continuously learn from campaign signals to drive ongoing performance gains, while deterministically connecting ad exposures to online and offline actions to measure real-world outcomes. A recent analysis of Cognitiv’s H1 2026 CTV campaigns revealed a 36% reduction in cost-per-action (CPA) between the first and second halves of campaign flights, weighted by spend.
“As premium CTV continues to scale, the opportunity is being able to identify and act on the right inventory to drive measurable outcomes for brands,” said Jana Jakovljevic, SVP of Partnerships at Cognitiv. “FreeWheel gives our advertisers a more direct path to premium CTV supply, creating a streamlined environment for our deep learning models to evaluate opportunities in real time and optimize toward what works for each campaign.”
Cognitiv’s deep learning algorithms evaluate and make buying decisions based on the signals most relevant to each advertiser’s campaign goals, helping eliminate wasted spend. With FreeWheel serving as the primary ad server for the majority of the premium CTV ecosystem, the integration helps publishers streamline the selling process, enable smarter decision-making and maximize the value of every impression.
“Cognitiv’s integration with FreeWheel gives its advertisers the most direct access to premium CTV inventory across leading publishers,” said Tom St. John, Executive Director of Strategic Partnerships at FreeWheel. “This direct access enables advertisers to reach the full universe of publisher supply, while helping publishers more effectively connect their audiences with relevant demand.”
The integration builds on Cognitiv’s continued expansion in CTV, strengthening its ability to deliver performance-driven advertising across the streaming ecosystem.
About Cognitiv
Cognitiv is the leading advanced performance partner powered by deep learning. Leveraging cutting-edge AI technology and data science since 2015 to more accurately predict consumer behavior and understand nuance, Cognitiv connects brands with their customers in more precise, relevant, impactful moments at scale. Cognitiv’s Deep Learning Advertising Platform includes AudienceGPT, ContextGPT, Custom Algorithms, Deep Learning DSP, and CTV. Cognitiv is on a mission to bring intelligence to advertising. Keep up with Cognitiv on LinkedIn and Instagram.
About FreeWheel
FreeWheel, a Comcast company, provides comprehensive ad platforms for publishers, advertisers and media buyers. Powered by premium video marketplace technology, FreeWheel enables its clients to manage, monetize and optimize their advertising businesses across all screens, data types and sales channels.
View source version on businesswire.com: https://www.businesswire.com/news/home/20261110510789/en/
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