Several of the ad industry’s biggest media-buying agencies have begun notifying local broadcasters that effective next month, they need to begin using a new technology platform for processing their local TV advertising buys. In letters sent to station groups and their reps in the past week, at least two big media shops requested that their sales counterparts begin working with startup Hudson MX to “accept orders, submit makegoods, and provide station logs leveraging TIP (or TVB) compliant APIs or interfaces.”
Given its success over the last five months, observers say that Hudson has now become one of three major players in the automated spot business, alongside WideOrbit (which also handles trafficking data for the most U.S. TV stations) and Mediaocean (which supplies major media agencies with accounting and planning software functions).
End-to-end automated buying within the Strata platform removes common barriers to buying premium OTT video. It opens up access to OTT marketplace for all Strata clients, from agency holding companies to independent media buying shops.
Developers of the software or platforms that make automated spot sales possible will be demanding a small percentage of the business they handle, possibly up to 1.5%. With broadcasters’ ringing up several billion in national spot sales each year, the automation fees could quickly run into tens of millions of dollars.
The new data is designed to provide media buyers and sellers with deep ad campaign and inventory insights.
The companies are integrating Mediaocean’s Spectra platform and WideOrbit’s WO Programmatic Sales Console to simplify broadcast spot ordering, avail proposal and response processes to save ad buyers and sellers time and money.
The broadcast group consortium outlines growing support from system providers and media agencies for its development of standardized business interfaces for local broadcast TV.
Using Wide Orbit’s Programmatic Open Marketplace allows Tribune stations to accept complying offers for ad time around the clock — even outside of normal business hours.
The three are the latest station groups that will employ end-to-end technology powered by automated intelligence to advance marketing solutions.