Justin Federico

Sr. Director of Programmatic Activation @Freewheel (Comcast). Thoughts on ad tech, programmatic trends, and media innovation. Views are my own.

[Justin Federico @JustinFederico]

I just published a new post at @FreeWheel on why programmatic needs more context, not just more data. Premium signals like engagement and content quality help advertisers reach viewers when attention actually matters. Read more here 👇 #FreeWheelEmp https://t.co/QthlIN6kdI

[Justin Federico @JustinFederico]

@regyperlera I built something similar i called HomeIQ with open source resources. Going to take a look at Morningside this weekend. Home ownership is costly enough.

[FreeWheel, A Comcast Company @FreeWheel]

Insights from our latest Video Marketplace Report:

🦾 Agentic workflows gain momentum
📈 +21% growth in programmatic advertisers
📺 CTV continues to dominate
🔑 Metadata is key to optimization

See what’s shaping premium video: https://t.co/MLObxpMDNm

[Justin Federico @JustinFederico]

Everyone is launching everything all at once

[Justin Federico @JustinFederico]

AI agents could cut transaction friction in streaming deals significantly. Excited to see hoe quickly this scales beyond pilots.

[FreeWheel, A Comcast Company @FreeWheel]

Today we announced new AI agent infrastructure for premium video advertising, piloted by @pmgworldwide.

Powered by our MCP server and Intelligence tools, it enables automated negotiation, optimization, and execution across streaming transactions.

More: https://t.co/AskLFXtbKS

[Justin Federico @JustinFederico]

@nyk_builderz Locked and loaded with an obsidian vault now. Good outline

[Justin Federico @JustinFederico]

@claudeai Just enabled Gemini 3 Pro CLI as a review agent inside Claude Code last week...now you drop this.

Guess I'll be running two review agents now. Let them fight over my bugs.

[Justin Federico @JustinFederico]

@michaelmiraflor I’ve noticed the same...X still surfaces breaking news faster

[Justin Federico @JustinFederico]

Funny enough I was watching Molly's Game on Netflix, and during the first ad break Idris Elba was featured in a Service Now commercial...coincidence or advanced targeting options?

[Digiday @Digiday]

This week’s Future of TV Briefing looks at how the streamer’s expanded ad targeting and measurement options has resulted in increased advertiser spending. https://t.co/m4a6nnORQZ

[Justin Federico @JustinFederico]

@Universal_Ads @FreeFlyApparel Solid data on CTV’s incremental value. Definitely aligns with trends in premium video where advanced targeting meets scale.

[Justin Federico @JustinFederico]

@PoliMarketer The 2026 midterms will be the stress test for CTV programmatic

[Justin Federico @JustinFederico]

@Viamedia_ai From an activation lens, this is why premium publishers with logged-in data still command a premium...viewer predictability beats volume every time.

[Justin Federico @JustinFederico]

@FourPointZeroIO We’ve moved from ‘make one :30’ to ‘generate 50 variants that actually work.’

This is where performance CTV stops being an oxymoron.

[Justin Federico @JustinFederico]

Microsoft doesn't even have the best AI integration into their own software. @claudeai latest Excel release has been yards ahead.
Not to mention @AnthropicAI just released Cowork for Windows before MSFT got something released on their own OS.

[ADWEEK @Adweek]

.@Microsoft spotlighted Copilot in an aptly football-themed ad during the #SuperBowl, demonstrating how @NFL insiders can use the generative AI chatbot to develop charts based on historical stats.

Agency: Panay Films https://t.co/YjEaOXteUn

[Justin Federico @JustinFederico]

@EricTilbury_RTB Very much aligned. Supply side control is key for maintaining quality and efficiency in an already fragmented programmatic ecosystem. It also ties directly into broader supply path optimization goals

[Justin Federico @JustinFederico]

@Digiday This democratizes premium events.

I’ve seen similar shifts enable more efficient programmatic supply in sports inventory.

[Justin Federico @JustinFederico]

In CTV campaigns, integrating AI-driven video like this could enhance personalization without inflating costs for marketers, especially SMBs

[ADWEEK @Adweek]

Founded in October 2023, Higgsfield positions itself as an end‑to‑end AI platform for social video creation that is explicitly built for marketers, and is used by celebrities like Will Smith. https://t.co/xCZLoF1pE1

[Justin Federico @JustinFederico]

@anthonykatsur Interoperability was crucial for programmatic’s growth...AI needs the same approach to avoid fragmentation.

[Justin Federico @JustinFederico]

@SimonJHarris Social media CPMs are priced for brain rot and doom scrolling; perhaps LLM CPMs could be priced based on user intent with clear objectives and outcomes. $60 will be cheap in some user acquisition scenarios.

[Justin Federico @JustinFederico]

2/2
But it’s bigger than that. @Universal_Ads has democratized premium video access, bringing in not just DTC/performance players but also surging local businesses. More diversified advertiser base = healthier ecosystem for premium inventory and better outcomes all around.

[Justin Federico @JustinFederico]

1/2
Spot on from @AdExchanger: Performance brands are flooding into TV via programmatic, driving net-new revenue for networks like Comcast. https://t.co/rswdrp0srY