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Joy Baer

General Manager
FreeWheel Advertisers

Joy Baer is general manager of FreeWheel Advertisers, a division of FreeWheel, a Comcast Company that provides advertising software and solutions for the entire television ecosystem. Joy oversees strategic advertising technology initiatives and business operations for FreeWheel Advertisers, a global, cross-media platform, formerly known as Strata, that is transforming the way media is purchased, placed and tracked. In this role, Joy manages the connection of FreeWheel’s buyers and sellers through the platform, which annually processes more than $30 billion in advertising transactions. She also leads convergence initiatives in audio and video that re-aggregate reach across devices for the media buying community. For the past 15 years, while president of FreeWheel Advertisers and as executive vice president and chief operating officer of the former Strata, Joy played a critical role in launching and evolving the industry-wide media buying and selling platform, building the business from one to 1,200 clients and expanding the organization internationally to the United Kingdom, Europe, the Middle East, Africa and Asia Pacific. Under her leadership, FreeWheel Advertisers has experienced a consistent annual revenue growth of 10 percent and increased to 300 employees worldwide.Joy has more than 30 years of experience in enterprise software, advertising technology, agency and advertiser solutions, and software and management consulting. Prior to her role with Strata, she founded and served as chief executive officer of SpotBuySpot (SBS), a media software development company that was purchased by Strata in 2007. During her tenure, Joy directed new business and enterprise-scale software development initiatives for the organization, driving revenue increases of 224 percent over four years. Now the custom division at FreeWheel Advertisers, SBS continues to be the industry leader in e-Business, research, business and financial solutions for media companies. Before founding SBS, Joy served as director, agency development and manager, software development for Strata. Joy founded Chicago’s Northside Basketball League, which has grown to include more than 115 teams and 1,500 kids. She also regularly mentors young professionals in the advertising industry and is active in electrical engineering, designing wearables using tiny electrical components.Joy earned a Bachelor of Science in information systems from Drake University. She resides in the greater Chicago area with her family.