Beeswax enables automated media buying across the premium video and omnichannel advertising markets. A part of FreeWheel, our buy-side bidder solutions help advertisers and buyers transact with the programmatic ecosystem. Our core offerings – Bidder-as-a-Service™ (BaaS) and the Beeswax DSP – provide clients with agility, custom optimizations, and extensible APIs.
Beeswax & FreeWheel Buyer Cloud – FAQ
What happened to Beeswax?
Beeswax was acquired by FreeWheel in 2021 and has since evolved into FreeWheel Buyer Cloud, the next generation of our demand side platform for media buyers and agencies.
Buyer Cloud builds on Beeswax’s original technology and philosophy—API first, highly customizable, and built for sophisticated buyers—while evolving into a platform that supports both power users and teams seeking a more streamlined buying experience. It also adds deeper integration with FreeWheel’s premium streaming marketplace, identity capabilities, and reporting tools.
Is Beeswax still available?
Yes. The technology formerly known as Beeswax is still available, now under the name FreeWheel Buyer Cloud.
Existing Beeswax clients continue to access the same programmable buying infrastructure, with expanded capabilities, new features, and a tighter connection to FreeWheel. In many cases, this means improved access to premium CTV inventory, enhanced identity solutions, and richer analytics, without disrupting core workflows.
How is Beeswax related to FreeWheel?
Beeswax is the foundation of FreeWheel Buyer Cloud, which is part of the FreeWheel Advertiser Suite for media buyers and agencies.
By bringing Beeswax into FreeWheel, we combined:
Beeswax’s programmable, single tenant DSP stack and API first architecture, designed for maximum buyer control.
FreeWheel’s premium TV and streaming video marketplace, including direct server level connections to leading publishers and CTV platforms.
FreeWheel’s identity network and data capabilities, which enable deterministic audience resolution and more accurate reach, measurement, and optimization across screens
The result is a single, integrated buying environment that gives media buyers and agencies more control over strategy, data, and optimization across premium video and CTV, while staying aligned with FreeWheel’s broader platform for publishers and buyers.
What is FreeWheel’s DSP / programmatic buying solution?
FreeWheel’s primary programmatic buying solution for media buyers and agencies is FreeWheel Buyer Cloud, a full stack demand side platform designed for greater precision, transparency, and customization.
Key capabilities include:
Direct access to premium omnichannel supply
Buyer Cloud is directly integrated into FreeWheel’s global marketplace, with access to high value CTV and streaming video inventory, plus complementary channels including audio, display, and native as part of an omnichannel strategy.
Flexible buying options
Buyers can deploy Buyer Cloud as a turnkey DSP “off the shelf” or as a fully customized buying environment tailored to their business—using a single tenant instance, white labeled or proprietary UI, and custom bidding logic where needed.
Integrated data and identity
Buyer Cloud connects buyers to publisher data through FreeWheel’s Identity Network, enabling deterministic audience resolution, precise targeting, and more accurate delivery and measurement.
Intelligent bidding and optimization
Buyers can use off the shelf optimization strategies, build custom bidding models, or use the MCP server to create their own AI solutions.
Transparency by design
Buyer Cloud is built to provide full visibility into supply paths, auction dynamics, and performance, with detailed reporting and log-level data that can be joined to external conversion data.
Buyer Cloud sits alongside FreeWheel Curation Hub, which lets buyers design, manage, and activate premium CTV inventory packages, then execute those deals through Buyer Cloud or other DSPs as part of the Advertiser Suite.
How does FreeWheel compare to “traditional” DSPs?
FreeWheel Buyer Cloud is built differently from traditional, multi tenant DSPs, where every customer is using the same platform with little room for customization. Rather than renting space in a shared environment, media buyers and agencies get a single tenant with its own dedicated infrastructure and controls, allowing them to configure around their own data, strategy, and workflows.
Some key ways Buyer Cloud stands out:
Ownership and control
With Buyer Cloud, agencies own their buying environment and can define decisioning, segmentation, and optimization in line with their proprietary strategies—without operating inside a “black box.”
Single tenant architecture
Buyer Cloud's single-tenant design helps keep each client's data separated, with dedicated infrastructure and controls designed with security in mind.
Premium TV and CTV focus
Buyer Cloud is tightly connected to FreeWheel's premium streaming video marketplace, chosen by major publishers and distributors, with direct server-level integrations and curated inventory services designed specifically for CTV and TV-like video.
Flexible for every buying model
Buyer Cloud can be tailored to highly sophisticated workflows through APIs, custom bidding, and proprietary tools, while also offering turnkey DSP capabilities and managed service options. Whether a team wants maximum control or a faster path to activation, Buyer Cloud adapts to the way they work.
How does Buyer Cloud fit within FreeWheel Advertiser Suite?
FreeWheel Advertiser Suite is a set of complementary platforms built for media buyers and agencies, designed to simplify and optimize every stage of the streaming video buying workflow—from discovery and curation to activation, optimization, and measurement.
Within Advertiser Suite:
Buyer Cloud provides the programmable DSP environment for activation, optimization, and measurement across premium streaming video and CTV.
Curation Hub lets buyers discover, curate, and manage premium CTV and video supply packages, then activate those as deals within Buyer Cloud or other DSPs.
Together, Buyer Cloud and Curation Hub give agencies both supply control and buy side control within a unified ecosystem, helping them build differentiated, audience enriched media strategies across premium TV and streaming.
How does Buyer Cloud connect to FreeWheel Streaming Hub and Publisher Suite?
From a product standpoint, Buyer Cloud is a demand side solution that integrates into FreeWheel’s broader streaming platform, including Streaming Hub, FreeWheel SSP, and publisher side tools.
For buyers, the key benefits of this connection are:
A direct path to addressable, premium TV, and CTV inventory from FreeWheel’s publishing partners.
Standardized metadata and identity signals that make it easier to plan, execute, and measure campaigns across publisher endpoints.
The ability to leverage the same platform trusted by leading premium TV publishers, while maintaining buyer-side control via Buyer Cloud.
This alignment helps agencies tap into FreeWheel’s scaled TV and streaming ecosystem without sacrificing the flexibility and customization that Beeswax/Buyer Cloud is known for.
Who is Buyer Cloud best suited for?
Buyer Cloud is designed for a range of buyers, but it is especially well suited for:
Agencies and holding companies that want differentiated, proprietary buying environments and tighter integration with their own data and tools.
Performance marketers and advanced programmatic teams that need granular control over bidding, optimization, and identity, with the ability to plug in their own models and algorithms.
Technology and media companies building their own solutions on top of an API first DSP foundation, rather than recreating commoditized infrastructure from scratch.
For buyers who prefer a more turnkey experience, FreeWheel also offers simplified DSP solutions and managed services built on the same Beeswax/Buyer Cloud stack, so teams can start quickly and grow into more advanced configurations over time.
How can I learn more or get started?
To learn more about Buyer Cloud and how it can support your programmatic TV and video strategy:
