Comcast advertising company FreeWheel has tried to put a stake into the ground to lap up large scale online advertising in US in a new product it calls Drive. We see this as a reaction to moves that Roku and others have made in the smart TV market. The subtle differences between FreeWheel’s current product offerings and Drive are hard to tease out – one is that the system can be used with Nielsen’s Digital TV Ratings, so the idea is to use Drive together with existing linear TV ad purchases, and pick and mix between them on a value for value basis. As more content is consumed OTT, reaching a large number of demographically specified homes is going to…