Sabio Holdings Inc. announced a new integration with FreeWheel. Per this partnership, FreeWheel will now work with Sabio as one of its newest supply-side platform (SSP) partners. This partnership pairs both companies' differentiated strengths to deliver several synergistic and timely key benefits to publishers in today's fast-changing, complex and increasingly diverse TV ad landscape.

FreeWheel, on the one hand, works with the majority of publishers across the TV ad ecosystem. And so, by teaming up with Sabio, the latter's clients now have access to an even wider array of premium video ad inventory. Sabio, meanwhile, is well-versed in effectively reaching diverse audiences at scale and running culturally relevant campaigns on CTV/OTT that resonate with today's multicultural marketplace, powered by its proprietary 55MM validated household graph.

The end result is a combined offering that gives publishers access to previously untapped sources of premium video ad inventory, including a much needed focus on reaching diverse audiences. This integration further cements Sabio as an industry leader in supply path efficiency, as 70% of its current supply is through direct partnerships. In 2024, the multicultural media ad market is expected to surge to a record $45 billion.

In the U.S., younger generations are already a multicultural majority, and an overall multicultural majority is expected by 2050.