DirecTV will introduce ad insertion for its DirecTV Everywhere service later this year, using technology from FreeWheel, in which DirecTV has also just invested.

FreeWheel raised $16 million and then another $12 million in two previous rounds of funding, with Turner Broadcasting and Disney’s Steamboat Ventures leading the way. DirecTV led the most recent round, with participation from previous investors. The amount of the investment was not disclosed, but a FreeWheel spokesman characterized the latest round as bringing in less than previous rounds.

FreeWheel provides a system that helps manage advertising and operations across multiple devices. The start-up said it will play a role in DirecTV's design and implementation of its digital ad insertion service scheduled to launch later this year. The company said it is also working with AT&T U-verse.

Tony Goncalves, senior vice president of digital entertainment products for DirecTV, said, "Being able to offer our programming partners seamless digital advertising will help us secure top content and provide our customers with the most robust ‘everywhere’ product available. FreeWheel is a leader in the industry with an expert management team and is widely used by many programmers, making it a perfect match for DirecTV."