Startup FreeWheel launched its ad syndication management service today, partnering with Joost, Next New Networks and Jumpstart Automotive Media to streamline advertising on video syndication sites.

The company which is made up from the top down almost entirely of former DoubleClick employees aims to solve a critical problem for content producers: selling, serving and optimizing ad inventory “across the potentially huge numbers of videos, partnerships and agreements that content owners and distributors may have in place.”

FreeWheel calls its technology Monetization Rights Management™ and is designed to facilitate real-time decision making across all parties involved in online advertising, eliminating many of the complexities involved in serving ads and sharing revenue on syndication sites.

Co-CEO Doug Knopper suggested this technology could solve some of the contentious issues behind the writers strike:

“Using our system, billion dollar lawsuits and contentious revenue accounting strikes are eliminated…Our MRM solution empowers all partners involved in building audience and selling ads in a widely syndicated ecosystem to achieve maximum revenue.”

I’d give them about six months before they’re acquired; WPP perhaps?

Tags: FreeWheel DoubleClick

This entry was posted on Wednesday, January 23rd, 2008 at 2:38 pm and is filed under News, advertising, technology, video syndication. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.