As media investment increasingly shifts towards streaming, buyers are eager to prove value and drive the same performance outcomes they are accustomed to hitting across other channels. With its Performance Suite, Beeswax, FreeWheel’s award-winning video buying platform, provides all the tools and features necessary for buyers to achieve performance results in streaming tailored to their unique goals.
Here are a few of those standout features and capabilities.
Custom optimization tools have always been among Beeswax’s biggest differentiators, and advertisers can leverage them to optimize streaming campaigns and maximize ad spend. Delivery modifiers allow you to manage budget allocation, whereas tools like Bid Modifiers, Bid Models, and Bidding Agents help you construct custom bidding strategies to reach your performance goals.
Bid shading, which auto-optimizes bids based on historical win rates to help buyers bid efficiently in an increasingly first-price auction world, is another great tool Beeswax buyers can leverage to buy media more intelligently.
Beeswax also introduced Ghost Bidding in 2024, which is a powerful testing framework that leverages machine learning to perform incrementality analysis at no cost. This allows customers to prove the efficacy and impact of their ads at scale in an automated fashion without needing to eat into valuable streaming budgets at high CPMs.
Cross-Platform Identity Capabilities
Today’s fragmented identity landscape makes it more difficult than ever to find your audience at scale across platforms, especially given looming privacy and compliance challenges. Beyond reaching your target audience, measuring outcomes and performing attribution remain especially challenging in the streaming space, where many identifiers are not persistent. IP addresses, for example, are often used to target audiences on streaming, but they rotate, making them unreliable and forcing advertisers to leverage publishers’ first-party IDs instead.
Beeswax customers can leverage the Performance Suite’s superior attribution methodology to solve this. Powered by the FreeWheel Identity Network, one of the most robust identity graphs in the U.S., buyers can reach their audiences in a privacy-friendly manner across all platforms and devices at unprecedented scale. Attribution capabilities via clean rooms allow buyers to analyze outcomes and measure performance while prioritizing data safety and security.
Premium Supply Access
Beeswax’s unique position within the FreeWheel ecosystem allows Beeswax buyers unprecedented access to premium streaming supply. Along with FreeWheel, Beeswax is integrated with 70+ inventory sources, providing the full spectrum of streaming inventory available in programmatic today.
If you want to talk more about how Beeswax can help you reach your performance goals in streaming, get in touch with your customer success manager or contact us below.
