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With the new integration, media buyers using the Beeswax demand side platform gain direct access to CTV audiences in the U.S., Latin America, and Canada.

In his new role, Rooke, former General Manager of Effectv, will oversee the day-to-day running of Comcast Cable’s Advertising Division, which includes FreeWheel, Effectv and AudienceXpress.

Direct-to-consumer streaming services make up 45% of ad views by distribution platform, edging ahead of TV Everywhere, which held the majority share versus the same time period last year, according to FreeWheel.

The solution focuses on FreeWheel’s ad decision engine ad targeting capabilities and the Comcast Technology Solutions’ Ad Store's ad creative distribution capabilities, allowing both, content owners and distributors to offer advertisers access to STB VOD content.