Freewheel, a US-based video advertising management provider, has gained television broadcaster DirecTV as an investor.

DirecTV will introduce ad insertion for its DirecTV Everywhere service later this year, using technology from FreeWheel.

FreeWheel previously raised $16.8m in April 2010 from media groups Turner Broadcasting and Disney’s corporate venturing affiliate, Steamboat Ventures, as well as venture capital firms Battery Ventures and Foundation Capital.

Steamboat, Battery and Foundation provided about $13m after its launch in 2007 by former DoubleClick employees.

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