Woolworths Senior Media Manager Joins Comcast’s FreeWheel

Why It Matters

Jenner’s deep programmatic expertise and local network will help FreeWheel capture fast‑growing ANZ CTV spend, strengthening its competitive position in a market shifting toward data‑driven video advertising.

Key Takeaways

• Jenner moves from Woolworths to FreeWheel ANZ.
• FreeWheel targets CTV, BVOD, premium video growth.
• Role focuses on platform partnerships across Australia, New Zealand.
• Industry sees convergence of linear and digital advertising.
• Jenner brings experience from LiveRamp, Comscore, Optus, Telstra.

Pulse Analysis

Comcast’s FreeWheel has become a cornerstone of the programmatic ecosystem, linking advertisers with premium streaming, connected‑TV (CTV) and broadcast‑video‑on‑demand (BVOD) inventory. The platform offers end‑to‑end tools for buying, selling and inventory management, enabling brands to reach audiences across fragmented screens with transparent pricing and robust measurement. As global ad spend shifts toward high‑impact video formats, FreeWheel’s technology stack—built on cloud‑native infrastructure and real‑time data—positions it to capture a larger share of the $150 billion CTV market. The company’s recent expansion in the Asia‑Pacific reflects this growth trajectory.

Alan Jenner’s appointment as Director of Platform Partnerships for ANZ brings a rare blend of media buying expertise and deep relationships across Australia and New Zealand. During his five‑year stint at Woolworths, Jenner oversaw programmatic strategy for one of the region’s largest retailers, driving measurable lift in viewability and brand safety. His prior roles at LiveRamp, Comscore, Optus and Telstra equipped him with a data‑centric mindset and a network of agency and publisher contacts. FreeWheel will likely leverage Jenner’s insight to accelerate partnership development, tailor solutions for local broadcasters, and strengthen its foothold against rivals such as Magnite and SpotX.

The hiring underscores a broader industry pivot toward unified, data‑driven video advertising as linear TV blends with digital streams. Advertisers are demanding transparent, premium inventory that can be bought programmatically at scale, prompting platforms to deepen regional expertise and forge stronger publisher alliances. Jenner’s move signals FreeWheel’s intent to capture the fast‑growing ANZ CTV spend, which is projected to outpace global averages by 2028. For brands, this translates into more sophisticated targeting, richer analytics, and the ability to execute cross‑screen campaigns with a single technology partner.