FreeWheel, White Ops to Deepen Trust in Premium Video Inventory

FreeWheel, A Comcast Company (Nasdaq: CMCSA), and White Ops, the global provider of bot mitigation and fraud protection, have announced the expansion of their partnership to include comprehensive pre-bid bot protection capabilities to protect advertising inventory within its ecosystem from fraudsters, the companies said.

This enhancement enables programmatic impressions passing through FreeWheel platforms to be verified as human before any transaction is made. Ad inventory flowing through the FreeWheel system — at a rate of over one million ad decisions a second — will be verified across all platforms, including the emerging area of connected television (CTV). By adding the new pre-bid capabilities into the existing agreement, the two companies aim to further instill trust in premium inventory, enhance the volume of transactable impressions and continue to ease friction between buyers and sellers.

Sophisticated bots look and act like humans, live on consumer devices, and have user and device IDs, making them difficult to recognize and stop. Fraudsters are consistently looking to take advantage and FreeWheel and White Ops have partnered to provide an industry solution to address this problem. FreeWheel will use White Ops´s Advertising Integrity to determine real human users versus sophisticated bots pretending to be humans, even if it comes from the same device, while maintaining high-quality user experience for their premium TV clients.

White Ops today verifies more than one trillion interactions per week, working directly with the largest Internet platforms, DSPs and exchanges. The technology uses a multilayered detection methodology to spot and stop sophisticated bots, incorporating technical evidence, continuous adaptation, machine learning and the Satori Threat Intelligence and Research Team. As a result, White Ops Advertising Integrity blocks non-human traffic across all platforms, from desktop and mobile web to CTV and mobile app.

FreeWheel, A Comcast Company, empowers all segments of The New TV Ecosystem. For more information, visit

White Ops is the global provider of bot mitigation and fraud protection. To learn more, visit