FreeWheel's founders, John Heller, Diane Yu and Doug Knopper, are former DoubleClick executives.
(Credit: Mark Naples/FreeWheel)A CBS spokesman declined to comment for this story.
So what does FreeWheel offer that scores of other companies in this space, including Videoegg and Panache, don't? According to an executive at one of CBS' competitors, who has seen a demonstration of FreeWheel's technology, the company makes it so much simpler for content owners to sell and manage their ads across numerous Web sites.
Doug Knopper, one of the three co-founders and co-CEO, says the company's system, known as Monetization Rights Management (MRM), works with existing ad management systems. MRM automatically allocates ad inventory, keeps track of ad revenue, and accounts for revenue splits between Web sites and content owners.
A TV network, for example, may have a different deal with each of the Web sites on its distribution network. FreeWheel automatically takes the terms for each deal and calculates where the money goes. The company's technology has emerged at a time when TV networks and film studios want to control the advertising around their content.
But how does this make DRM obsolete?
Until recently, Hollywood has relied on software that prevents consumers from copying movies and TV shows. FreeWheel says the better play is to syndicate all over the Web and allow users to watch on whatever site they want while selling ads on those sites--people are unlikely to steal if they can easily find content.
"There are three things that content owners want," Knopper said. "They want control over who is allowed to sells ads in their content. The second part is management, keeping track of the restrictions and exclusivity arrangements. The third is an accounting function. To date there's been no technological solution to all three things."
The executive from the entertainment company that competes with CBS agrees. He says that plenty of FreeWheel's competitors offer some of what the company provides but not all. Another media-company executive who has seen FreeWheel says the company has the right pedigree and understands what media companies need.
All three of FreeWheel's founders, Knopper, John Heller and Diane Yu, come from DoubleClick, the stalwart Internet-advertising company.
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), however, over years, I have got to know airports pretty well. Especially when you are stuck at the airport, waiting for your never departing flight, you get to know every corner of the airport. Just like where I am right now, at San Francisco airport, sitting at the gate area for four hours, after completing my manicure and pedicure, two visits to the book store, and anything else that I can think of doing. The flight is still nowhere in the sight, the lonely announcement board just showed yet another 2 hours delay for the flight I am waiting for…This flight is going to turn into a red eye, if I am ever going to arrive my destination -- NYC. :
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I woke up very early too, went out for a quick run, it was so quiet and peaceful, it felt like the entire world disappeared but us. 
Through a partnership to increase private sector involvement in disaster preparedness in China, The Asia Foundation, the Ministry of Civil Affairs (MOCA -- the government agency responsible for disaster relief), and AmCham have been working together for over a year. As well, AmCham has a close relationship with the International Federation of the Red Cross which is mounting an international multi-million dollar campaign in support of the Chinese Red Cross efforts in Sichuan. Through these channels AmCham has obtained the following information and guidance:
The localities most severely affected by the earthquake are in the area around Wenchuan, Sichuan province. Shannxi, Gansu, Yunnan and Chongqing are also affected. Wenchuan and Beichuan are still inaccessible by road and telecommunications remain limited, so the full extent of damages there has yet to be assessed. Many local schools are badly affected and hundreds of students are trapped under the rubble. Due to torrential rain, planes and helicopters are also unable to land in the area.
Cash donations represent the best way to get help where it is needed most as relief supplies must be procured locally and cannot be shipped in due to transportation disruptions.
We have identified the three most viable avenues for making cash donations:
Relief supplies such as blankets, warm jackets, and tents are needed and can be best purchased by these organizations locally. If members would like to contribute such items in lieu of cash donations, please contact MOCA. They will store the items until transportation lines have been restored.
We have posted contact details for the various charity and government organizations that are accepting donations. You can find the list of organizations here. Please note that the account numbers for local Departments of Civil Affairs are specifically for relief contributions.
Michael Barbalas
President, AmCham-China