Universal Ads Strengthens Market Position as Six Major Media Companies Join Expanded Publisher Network

A Growing Ecosystem for Digital-Age Video Advertising

The premium video advertising landscape is undergoing significant transformation, with Universal Ads accelerating its mission to democratize access to high-quality video inventory. The platform has welcomed a substantial wave of new publishing partners, signaling strong industry momentum for simplified, scaled video ad buying.

New Publishers Signal Strong Industry Confidence

Estrella MediaCo, Fuse Media, LG Ad Solutions, Scripps, Spectrum Reach, and Vizio have now joined the Universal Ads ecosystem, complementing the initial group of launch partners that included A+E, AMC Networks, DIRECTV, Fox Corporation, NBCUniversal, Paramount, Roku, TelevisaUnivision, Warner Bros. Discovery, and Xumo. This expanded roster demonstrates that leading media organizations recognize the value of participating in a unified, self-service video advertising environment.

The platform now aggregates premium content from more than 15 top publishers, creating genuine scale for advertisers seeking reach without complexity. This represents a fundamental shift in how brands of all sizes can access television advertising inventory—an arena traditionally dominated by large enterprises with established media buying relationships.

Addressing a Market Gap: TV Advertising for Growth Brands

For emerging e-commerce companies and digitally native brands, television advertising has historically presented a significant barrier to entry. Without straightforward buying mechanisms, these growth-stage organizations have been unable to leverage premium video’s unmatched engagement potential. According to recent market research, 66% of advertisers—particularly those new to or minimally experienced with TV buying—view premium television inventory as highly effective for building brand awareness and credibility.

Universal Ads directly addresses this gap by providing a self-service platform that mirrors the simplicity and accessibility of social media ad buying, but with the brand safety, transparency, and performance metrics that premium video delivers.

Multicultural Audiences and Economic Opportunity

Several new partners are emphasizing the platform’s role in connecting advertisers with underserved but economically significant audience segments. Estrella MediaCo highlighted that Hispanic and Black multicultural segments contribute $5.1 trillion to U.S. GDP, representing substantial purchasing power that growth companies are increasingly seeking to reach. Fuse Media, operating as a minority-owned entity, brings access to over 52 million unique monthly viewers across 30+ channels, primarily young, multicultural audiences driving contemporary consumption patterns.

A Curated Ecosystem of Third-Party Solutions

Universal Ads’ strategy extends beyond publisher integration to building a comprehensive partner network. The platform has established collaborations with complementary service providers: Measured offers incrementality-based measurement and optimization, enabling brands to connect their premium video advertising investments directly to business outcomes. Ramp, a financial operations platform serving over 30,000 customers, now provides its users with streamlined access to premium video inventory through Universal Ads.

Built on Proven Technology Infrastructure

The platform operates on FreeWheel’s established ad technology backbone, providing publishers with the ability to create branded storefronts—customized landing pages where media packages can be showcased and purchased directly, without intermediary fees. This architecture balances advertiser convenience with publisher control and revenue optimization.

Market Context and Long-Term Implications

Premium video continues to distinguish itself as the strongest medium for advertiser engagement, delivering environments characterized by brand safety, measurability, and performance. As advertisers increasingly seek diversified channels beyond saturated digital platforms, Universal Ads’ positioning suggests a maturing market recognizing both the resilience of traditional video media and the operational efficiencies that modern technology platforms can introduce to legacy industries.

The expansion reflects broader momentum toward accessible, technology-enabled solutions in premium advertising—a trajectory that benefits brands seeking scale, publishers maximizing monetization, and audiences receiving more relevant, contextually appropriate commercial experiences.