FreeWheel has acquired Paris-based video supply-side platform StickyADS.tv, for an undisclosed sum, the companies announced this morning. StickyADS.tv is one of the largest independent SSPs and has a team of approximately 100, including a beachhead in the U.S. that was established last Fall. The companies have been working together since last year, including an integration when StickyADS.tv was one of the initial SSPs to join FreeWheel’s Preferred Partners program.
FreeWheel’s co-CEO and co-founder Doug Knopper told me that the acquisition was in direct response to customers’ requests to have a single platform to manage both video ads that are direct sold and those that are transacted programmatically. FreeWheel’s customers are among the biggest broadcasters, cable networks and online publishers, and while Doug said direct sold still accounts for the vast majority of inventory for its customers, they recognize how critical programmatic has become and are aggressively positioning themselves for the future.