FreeWheel, a global technology platform powering the streaming advertising ecosystem, has appointed Don Amboyer as General Manager of Strata, its media management software business. The move underscores FreeWheel’s growing focus on strengthening Strata as a dedicated, standalone platform serving agencies, brands, and media sellers navigating an increasingly complex advertising landscape.
In his new role, Amboyer will oversee Strata’s operations, revenue, strategic direction, and product roadmap. He will report directly to Mark McKee, General Manager of FreeWheel. The appointment formalizes Strata’s position as a distinct platform organization within FreeWheel, signaling deeper long-term investment in media management software alongside FreeWheel’s broader streaming and ad tech portfolio.
Over the past year, Strata has undergone notable product and organizational evolution. Key developments include the launch of OneStrata Digital, expanded integrations with leading media and measurement partners, and the establishment of a dedicated Customer Success team aimed at improving responsiveness, support, and agency collaboration. FreeWheel said Strata will continue to operate as a complementary solution within its portfolio while maintaining a clear product identity and roadmap.
Marketing Technology Insights: Disney Boosts Advertising Performance With AI Data and Measurement Tools
Amboyer brings extensive experience across media, advertising, and enterprise software. Most recently, he served as Senior Vice President of Media, Transformation and Experience at Comcast Advertising, where he focused on operational excellence, organizational performance, and go-to-market execution. He also previously held leadership roles at Operative, giving him direct exposure to media management platforms and the operational realities faced by agencies and media companies.
“Don is a proven leader with a disciplined approach and a track record of driving meaningful performance improvements across several organizations,” said Mark McKee, General Manager of FreeWheel. “His experience, strategic clarity, and ability to execute with urgency and precision make him the right person to align Strata’s performance with FreeWheel’s broader vision.”
Marketing Technology Insights: Dataviva and Colleqtive Partner To Deliver Closed-Loop Retail Planning and Store Execution
As General Manager, Amboyer will be responsible for sharpening Strata’s market positioning, improving internal alignment, and ensuring the platform has the structure and focus needed to support sustained growth. His mandate includes building on the momentum generated by OneStrata Digital while adapting Strata’s offerings to meet the evolving needs of agencies as media buying becomes more fragmented across linear, digital, and streaming environments.
“Strata has a clear opportunity to strengthen its role in the market,” Amboyer said. “My focus will be on refining our go-to-market approach, building on the momentum of the launch of OneStrata Digital, and ensuring the platform continues to deliver value as the needs of agencies evolve.”
The appointment comes at a time when agencies are seeking more unified, flexible tools to manage increasingly complex media plans, data integrations, and measurement requirements. By elevating Strata under dedicated leadership, FreeWheel is positioning the platform to play a more central role in how agencies plan, transact, and manage media in a converged advertising ecosystem.
Marketing Technology Insights: Accretive Appoints Scott Hansen as Chief Revenue Officer
For media inquiries, you can write to our MarTech Newsroom at info@intentamplify.com
