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FreeWheel

FreeWheel

Video advertising technology platform owned by Comcast used by broadcasters and streaming services to manage and deliver video ad inventory. FreeWheel's MRM server-side ad insertion (SSAI) minimizes client-side script footprint; when present in the browser, scripts handle ad playback measurement and viewability reporting.

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Overview

FreeWheel is a video advertising technology platform owned by Comcast, used by broadcasters and streaming services to manage and serve video ad inventory. It handles ad decisioning, delivery, and measurement for premium video content.

What This Script Does

FreeWheel scripts handle client-side video ad playback, viewability measurement, and ad completion tracking within video players. The scripts communicate with FreeWheel's ad decision server (MRM) to request and render pre-roll, mid-roll, and post-roll video advertisements. They track ad impressions, completion rates, quartile events, and viewability metrics. FreeWheel may set cookies for ad frequency capping, campaign measurement, and audience targeting. Ad requests include contextual data about the video content and may include audience segment identifiers.

Consent & Compliance

  • Consent Category: Marketing / Advertising
  • Cookies/Storage: Sets cookies for ad frequency capping, campaign tracking, and audience measurement. May sync identifiers with demand-side platforms.
  • GDPR/ePrivacy: Requires consent. FreeWheel serves targeted advertising and sets non-essential cookies for ad measurement and frequency capping. All advertising-related cookie setting and data collection require prior consent under ePrivacy Directive.
  • CCPA: Ad impression data and audience identifiers shared with demand partners may constitute "sharing" of personal information. Opt-out must be honored.

Should You Block This Without Consent?

Yes. FreeWheel is an advertising platform that serves video ads, sets tracking cookies, and shares data with advertising demand partners. Block until marketing/advertising consent is obtained. Video content should still play without ads when FreeWheel is blocked.

Is FreeWheel GDPR compliant?

FreeWheel typically loads marketing trackers, which are not strictly necessary for your site to work. Under the GDPR and the ePrivacy Directive, non-essential cookies and trackers must stay blocked until a visitor gives clear opt-in consent. So FreeWheel can be fully GDPR compliant, but only if your site holds its scripts until consent is granted and lets visitors decline just as easily. Compliance depends on how your site loads FreeWheel, not on FreeWheel itself.

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Consent Categories

Marketing

Also Known As

freewheelfreewheel MRMcomcast freewheelvideo advertisingSSAIserver-side ad insertionbroadcaster ad techOTT advertising

Industries

Business and Consumer ServicesMarketing and AdvertisingArts and EntertainmentComputers Electronics and TechnologyTV Movies and Streaming

Tracked Domains (2)

FreeWheel's trackers are common, seen on about 5% of the sites ConsentStack has scanned. Scan your own site to see which of these are firing before consent.

fwmrm.netMarketing

fwmrm.net is a marketing domain operated by FreeWheel, used to serve ads, build audiences, and measure ad conversions. Seen on about 5% of scanned sites.

stickyadstv.comMarketing

stickyadstv.com is a marketing domain operated by FreeWheel, used to serve ads, build audiences, and measure ad conversions. Seen on under 1% of scanned sites.

Frequently Asked Questions

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