Amazon DSP vs. FreeWheel: Choosing the Right Platform for CTV and Programmatic Advertising

In today’s digital advertising landscape, Connected TV (CTV) and programmatic video are no longer optional—they’re foundational. But when it comes to choosing the right platform, advertisers and media buyers are often faced with two powerful yet fundamentally different options: Amazon DSP and FreeWheel.

If you’re wondering which one fits your strategy best, this guide breaks it down.

What Is Amazon DSP?

Amazon DSP is a demand-side platform that enables advertisers to programmatically buy video, display, and audio inventory—both on Amazon-owned properties and across the open web.

Key features of Amazon DSP:

• Access to inventory on Fire TV, Twitch, Freevee, and third-party publishers
• Powerful first-party data from Amazon shopping, browsing, and streaming behavior
• Closed-loop attribution: track ad exposure through to product views and purchases
• Flexible buying: open auction, PMP, and guaranteed deal options

Best for: advertisers seeking performance, scale, and measurable outcomes from CTV and digital campaigns.

What Is FreeWheel?

FreeWheel, a Comcast company, is a video ad management platform built primarily for publishers and broadcasters. It powers ad delivery and monetization for some of the largest media owners in the world, including NBCUniversal, Paramount, and others.

Key features of FreeWheel:

• Centralized ad server for managing premium video inventory
• Support for direct-sold, programmatic guaranteed, and PMP deals
• Strong integration with SSPs and DSPs to deliver ads across platforms
• Focused on broadcaster-level control, not direct advertiser access

Best for: media companies managing premium TV and digital video inventory, and advertisers accessing that inventory via DSP partners.

Amazon DSP vs. FreeWheel: Key Differences

FeatureAmazon DSPFreeWheelPlatform TypeDemand-Side PlatformSupply-Side Ad ManagementUsersAdvertisers & AgenciesPublishers & BroadcastersInventory AccessFire TV, Twitch, Freevee, open webBroadcast & cable networksTargetingFirst-party Amazon dataPublisher-side dataAttributionClosed-loop, commerce-basedPublisher-reported metricsBuying TypesOpen Auction, PMPs, Direct DealsProgrammatic Guaranteed, Direct IOsUse CasePerformance, CTV, Commerce OutcomesMonetization, Sponsorships, Brand Reach

When to Choose Amazon DSP

You should use Amazon DSP if:

• You want to target users based on shopping and streaming behavior
• You need access to Amazon-owned streaming properties
• You care about closed-loop measurement and ROI
• You’re buying media across CTV, display, and audio in a unified platform

When to Leverage FreeWheel

You’ll benefit from FreeWheel (typically via a DSP partner) if:

• You’re working with a broadcast partner or major media publisher
• You need access to premium video and live sports inventory
• You’re participating in programmatic guaranteed or direct-sold campaigns
• You’re a publisher looking to monetize your video content

Final Thoughts: How to Choose the Right Platform

Amazon DSP and FreeWheel don’t compete directly—they complement each other.

If you’re an advertiser focused on results, Amazon DSP provides access, scale, and commerce-driven performance.

If you’re a publisher or broadcaster, FreeWheel gives you the tools to package and deliver your video inventory efficiently.

Want the best of both worlds? Many advertisers use Amazon DSP to activate deals across FreeWheel-connected supply—blending performance with premium placement.

Related Topics:

• What Is Connected TV Advertising?
• Amazon DSP vs. The Trade Desk

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