Through the deal, Fox Television Stations will offer programmatic advertising via an open marketplace for Fox-controlled inventory, as well as collaborate with agencies in a direct sales model.
Fox Television Stations has signed a deal with San Francisco-based ad-tech company WideOrbit to offer ad buyers programmatic access to local broadcast advertising inventory through WO Programmatic, the companies announced Wednesday.
Through the agreement Fox’s 28 stations will offer three buying models for programmatic sales: an open marketplace to facilitate programmatic offers on FOX-controlled ad inventory; programmatic direct to automate transactions with selected buying partners; and an integration with CoreMedia Systems for direct response ad buyers to place orders programmatically.
“Based on our tests over the last year, we are convinced that programmatic advertising will be a complementary additional sales channel for our stations,” Jim Burke, president of sales for Fox Television, said in a statement. “Opening a programmatic sales channel is a clear win for everyone involved in the media buying process and we’re proud to be the first network owned-and-operated group to offer it to our buying partners.”
“Fox’s embrace of programmatic advertising shows that it is committed to setting up its stations to capitalize on new revenue opportunities and offering its customers robust solutions for making better audience targeting decisions and automating processes,” Eric Mathewson, WideOrbit founder and CEO, said in a statement.