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A&E Spins FreeWheel For Mobile Ads On Apple Devices

2/10/2012 3:52 PM Eastern

A&E Networks signed an agreement with FreeWheel, an Internet video ad-management provider, to deploy its Monetization Rights Management system across the programmer's mobile properties.

FreeWheel's infrastructure will let A&E manage advertising for TV content made available through Apple's iOS smartphones and tablets, with tools that allows its syndicated content to "more closely replicate linear television ad loads," according to the companies. The system also allows A&E to manage ad loads within specific commercial pods, optimizing advertisements based on criteria such as highest cost per thousand (CPM) and frequency.

"With an installed base of more than a quarter of a billion devices, Apple iOS devices gives our television audience a complementary way to watch our programming, and we have seen amazing growth in the number of people who have done just that," A&E vice president of digital ad operations and solutions Lee Barstow said in a statement. "FreeWheel has the unrivaled experience with global television and entertainment companies necessary to scale our advertising and revenue opportunities accordingly as we expand our digital footprint even further."

New York-based FreeWheel customers include CBS, Discovery Communications, Fox, ESPN, Turner Broadcasting System and Vevo.