New York. – Mar 11, 2009 – FreeWheel, whose Monetization Rights Management platform enables content owners and distributors to maximize, optimize and sell their advertising inventory, and Attributor Corporation, provider of the world’s premier Web-wide content monitoring and monetization platform, announced a strategic partnership today that combines the video industry’s leading content identification and automated policy infrastructure with its best advertising rights and inventory management platform. The alliance creates a powerful mechanism by which content owners and distributors can identify and monetize their user generated video content.

“Only a small fraction of online video inventory is currently monetized, and our analysis indicates that content owners are leaving revenue on the table,” said Matt Robinson, Vice Presidend of Business Development, for Attributor. “By combining the identification technology and automated policy infrastructure from our service with FreeWheel’s Monetization Rights Management platform, we’ll remove this barrier.”

Attributor delivers best-of-breed content identification and automated policy infrastructure that scales web-wide to meet any content owner’s needs. FreeWheel selects the highest yielding package of ads from the salesforce(s) and/or ad networks it knows are allowed to sell into a given piece of Attributor-identified content, while accounting for shares of revenue along the way. This partnership creates a powerful mechanism through which new ways to monetize user generated video content will be defined.

“This alliance marries the industry leading content identification service with the industry leading monetization rights management and video ad management platform,” said Jon Heller, co-CEO of FreeWheel. “We expect to provide professional content owners of all stripes with the ability to scale and drive incremental ad revenue in our automated system.”

Attributor is a privately held technology company headquartered in Redwood City, California. Its content monitoring and programming platform enables publishers of all sizes to build value with their text, image and video content wherever it appears on the Internet. Attributor's customers include The Associated Press, The Financial Times, Deutsche Presse Agentur and CondéNet.

To video content owners, rights holders, and publishers, FreeWheel™ provides the first Monetary Rights Management™ platform – a technology solution that dramatically reduces the unique financial risks and operational complexities of video ad serving across syndication relationships. Freewheel combines the innovation of a start-up with the most experienced and talented team of industry veterans. With decades of leadership experience at leading ad serving and monetization companies such as DoubleClick, Yahoo, Adobe, and Visible World, FreeWheel’s team is united in the understanding that video is fundamentally different from graphical ad placements and search, and needs a unique solution to deliver maximized revenue with minimal complexity. For more information, please visit: www.freewheel.tv.

Amy Neal
LaunchSquad
415.625.8555
attributor(at)launchsquad(dot)com

If you would like more information about Attributor, please send an email to info@attributor.com