SAN FRANCISCO – WideOrbit Inc., the media platform for connecting ads and audiences everywhere, has expanded its WO Programmatic solution to support programmatic direct TV advertising transactions.
WideOrbit introduces Programmatic Direct capabilities to its leading #programmatic TV solution
WideOrbit Programmatic Direct enables media buyers to plan, negotiate and execute fully automated, guaranteed local TV campaigns with first and third party data integration and recognition of existing business terms between buyers and sellers.
Many of the new capabilities introduced today in WO Programmatic were developed in response to successful test buys performed earlier this year in partnership with Amplifi US, the media investment platform of Dentsu Aegis Network.
“We are thrilled to see ad tech leaders like WideOrbit re-imagining tools for buying reserved TV inventory programmatically,” said Jennifer Hungerbuhler, EVP, managing director, local video and audio investment at Dentsu Aegis Network. “Integrating first party data and automating guaranteed buys makes it simpler and more appealing to buy local broadcast advertising on behalf of our clients, so we would love to see more TV broadcasters make their inventory available in this way.”
Other WO Programmatic features include fluid budget controls for managing guaranteed and non-guaranteed inventory in the same campaign and budget commitments between the two models. Advanced machine learning and data integrations empower buyers to target audiences and value inventory in new and innovative ways. WideOrbit’s programmatic TV coverage footprint connects advertisers with local TV inventory reaching up to 92% of United States households.
WO Programmatic has been widely adopted by broadcasters that run their advertising operations with WideOrbit’s market-leading WO Traffic. Additional benefits of activating WO Programmatic with WO Traffic include stewardship of material instructions, simplified reconciliation, and holistic yield optimization of direct sold, electronic and programmatic orders.
“WideOrbit is committed to fostering better connections between demand partners, broadcasters and cable networks to make it easier and more efficient to transact,” said Ian Ferreira, EVP, programmatic at WideOrbit. “Automated, data-driven programmatic solutions that support guaranteed and non-guaranteed buying are making local broadcast TV inventory more accessible and actionable than ever.”
WideOrbit is the leading provider of advertising management technology for cable networks, local television stations and radio stations. More than 3,200 broadcasters and networks leverage WideOrbit solutions to streamline operations, maximize revenue from traditional, digital and programmatic channels and extend their business across distribution platforms. Our clients include Entercom Communications, Entravision Communications Corporation, Fox Sports, Gray Television, Inc., Meredith Corporation, NBCUniversal, The E.W. Scripps Co. and Tribune Media. WideOrbit is headquartered in San Francisco with offices across the United States as well as London, Paris and Gothenburg, Sweden.
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