Beeswax (Acquired by Comcast)
Beeswax is a programmatic advertising platform that was acquired by Comcast in 2023.
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Beeswax was a leading advertising technology company specializing in demand-side platforms (DSPs). They provided solutions for automated media buying across premium video and omnichannel advertising markets. Their flagship offerings, Bidder-as-a-Service™ (BaaS) and the Beeswax DSP, gave clients agility, custom optimizations, and extensible APIs for managing their programmatic advertising campaigns.
In 2023, Beeswax was acquired by Comcast, and is now part of FreeWheel. While their website and services continue to be available, they are integrated into FreeWheel's broader platform. As part of FreeWheel, Beeswax continues to power programmatic advertising for buyers, helping them to transact with the advertising ecosystem with control and precision.
Mission
Beeswax, now a part of FreeWheel, is a demand-side platform (DSP) that empowers advertisers and buyers to automate their media buying across premium video and omnichannel advertising markets. They provide buy-side bidder solutions that help clients transact with the programmatic ecosystem, offering both a Bidder-as-a-Service (BaaS) solution and a full-featured DSP. Their mission is to provide clients with agility, custom optimizations, and extensible APIs, enabling them to gain control over the buying process and deploy their own data-based targeting models, bidding tactics, and measurement standards.
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