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.

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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)

fwmrm.netMarketing
stickyadstv.comMarketing

Frequently Asked Questions

Does FreeWheel require cookie consent on my website?

Yes. FreeWheel delivers video advertising and performs viewability measurement, placing it in the marketing category. GDPR and ePrivacy require opt-in consent for advertising cookies and tracking. CCPA classifies video ad measurement data sharing as a sale. Consent is required before FreeWheel scripts fire in the browser.

What does FreeWheel track in the browser?

FreeWheel scripts handle video ad playback, viewability measurement, and completion tracking within video players. They communicate with FreeWheel's ad decision server (MRM) to request and render pre-roll, mid-roll, and post-roll video ads. Cookies may be set for user identification, frequency capping, and ad exposure attribution.

How does ConsentStack manage FreeWheel consent?

ConsentStack identifies FreeWheel scripts by their known domains and assigns them to the marketing consent category. Client-side FreeWheel scripts are blocked on page load until marketing consent is granted. Note that FreeWheel's SSAI (server-side ad insertion) operates at the infrastructure level and cannot be blocked by ConsentStack.

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Manage consent for FreeWheel

ConsentStack automatically detects and manages FreeWheel trackers so your site stays compliant with global privacy regulations.

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