Magna, Tribune, WO In Programmatic Push

Magna Global, the media investment unit of IPG Mediabrands, with partners WideOrbit and Tribune Media Co., are introducing a programmatic targeting and automated buying platform for national and local TV spots, the companies announced this morning.

In addition to Tribune Media, Hearst, Meredith, Raycom, Scripps and Sinclair have agreed to participate in upcoming tests of the platform’s functionality and performance.

Developed by WideOrbit in collaboration with Magna Global and Tribune Media, the WO Central platform will provide “the first-ever live environment for trading linear television station inventory across customized geographic areas ranging from specific DMA footprints to total U.S. coverage,” according to the companies.

“Since its inception, WideOrbit has been committed to making it easier to buy and sell media,” said Eric R. Mathewson, founder-CEO of WideOrbit. “By providing a programmatic solution that allows agencies to perform targeted, data-driven, audience buys across markets, and delivers real-time analytics and audience insight for on-the-fly optimization, we’re creating a brand new revenue stream for our television station partners, while allowing them to control precisely what they choose to sell through our platform.”

WO Central combines the reach of WideOrbit’s local TV footprint that covers more than 70% of television stations in North America, as well as approximately 15% of radio stations and over 30% of cable networks reaching 99% of all U.S. households with the capabilities of WO Traffic, its ad traffic and revenue management system.

The system incorporates data that will allow buyers to better target viewers — Nielsen’s Local Buyer Reach (LBR) and IPG Mediabrands’ Audience Measurement Platform (AMP).

Nielsen’s Local Buyer Reach gives IPG clients the ability to identify local audiences across more than 40 buyer categories in all 210 DMAs by linking proprietary Nielsen local television viewing data with actual consumer transactions and auto registrations.

AMP, IPG’s propriety cross-platform data stack, merges client data with household-level viewing data and online behavior to measure both ad exposure and effectiveness.

IPG buyers will be “equipped to deliver data-directed, target-rich TV schedules with unprecedented efficiency,” the companies said.

“The value of our enterprise with WideOrbit extends beyond the immediate and significant benefits of automated process and accelerated report output. It is an opportunity to better serve our clients by replacing legacy conventions with modern, performance-based metrics in a system built for continuous optimization and iterative improvement,” said Janice Finkel-Greene, EVP, buying analytics, Magna Global.

“This strategic partnership with WideOrbit and Tribune to deliver the industry’s first dynamic programmatic platform for local TV plays a key role in our commitment to automate at least 50% of all North American media transactions by the end of 2015,” said Matt Seiler, global CEO, IPG Mediabrands. “By integrating data and technology into everything we do, we can make smarter, faster decisions for our clients that drive business impact.”