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Discovery taps Comcast's FreeWheel for unified ad management

Discovery Inc. signed a new multiyear agreement with Comcast Corp.'s FreeWheel Media Inc. to use the latter's unified decisioning platform to manage advertising for all of Discovery's cable networks.

As part of the partnership, Discovery will use FreeWheel's platform to reaggregate scale, enhance targeting capabilities and simplify the workflow for transactions with advertising buyers across all its screens.

Discovery is also working with Comcast and FreeWheel to bring these capabilities to Discovery programming via traditional linear distribution and video on demand.