Streaming Strategies Converge on Multi-Screen and Curation for Upfronts

Streaming has quickly become a key player in upfront negotiations, where buyers and sellers are not only discussing units and shows but also finding the balance between linear and streaming offerings. According to Kris Magel, VP, Head of Global Agency Partnerships at FreeWheel, every conversation now involves multiple screens and streaming plays a significant role in the upfronts.

One big trend in this space is the rise of curation. This approach involves curating publisher inventory to create custom packages that cater to specific advertiser needs. By consolidating inventory into one platform, curation allows advertisers to access scaled inventory in brand-safe content while managing audience reach seamlessly across various publishers.

Magel highlights the benefits of curation for buyers, emphasizing the ability to make deals with multiple publishers, bring all inventory into one platform, and customize it based on advertiser requirements. This streamlined approach not only ensures that advertisers are comfortable with the content but also provides a unified view of the audience across different publishers.

FreeWheel, traditionally known for its publisher-side advertising technology, has expanded its services to cater to agencies as well. By facilitating direct connections between agencies and publishers, FreeWheel aims to simplify the process, eliminate intermediaries, and foster more direct and efficient relationships in the streaming ad space.

Magel explains that FreeWheel, as the company serving the ads, acts as the “last mile” in this process, ensuring a seamless delivery of ads in the streaming environment. This evolution reflects FreeWheel’s commitment to enhancing the advertising experience for both publishers and agencies.

This article is based on coverage from the Programmatic Activation Summit 2025, presented by FreeWheel. To watch more videos from this series, visit the provided link.