News

Tuesday, April 12, 2011, 09:32 AM ET

posted by: Will Richmond

Video ad management provider FreeWheel has landed British Sky Broadcasting (Sky), the U.K.'s largest pay-TV operator, as a new customer, and it is also announcing the opening of its London office. Sky is using FreeWheel's Monetization Rights Management (MRM) platform as its exclusive ad manager for online and mobile video delivery. 

FreeWheel's co-CEO and co-founder Doug Knopper told me Sky is the fourth division of News Corp. to use MRM, following Fox, MySpace and IGN. While the London office is FreeWheel's first international sales presence, the company has been serving the international needs of customers such as ESPN, Discovery International and Warner Music for some time. Sky noted that it selected FreeWheel due to MRM's ability to forecast the availability of future video ad inventory and to serve mobile video ads.