Executives from NBCUniversal Local (Frank Comerford, above), Tegna, Sinclair and Hearst told a TVNewsCheck webinar they’re bedeviled by persistent gaps in the available buying/selling pipeline, which have bogged down the transaction process and added to their expenses. Those woes are leading some broadcasters to bring more of their automated functions in house.
In a move that has implications far beyond Madison Avenue’s green eyeshade crowd, media-buying data processor Hudson MX is introducing a new cloud-based media accounting platform that could shake up many of the ways the advertising world has traditionally accounted for its media buys. The new platform — aptly named FinanceAssist — offers a clean slate for advertisers and agencies to customize and innovate how they do bookkeeping for their media buys
Hudson MX, an advertising technology business providing media buying and media accounting solutions globally through a cloud-based SaaS platform, today named Sarah Lawson Johnston executive vice president, managing director of […]
Hudson MX, an advertising technology business providing media buying and media accounting solutions globally through a cloud-based SaaS platform, today hired Anya Paul as EVP, managing director — agency partnerships. […]
The two companies will roll out a private beta of a cloud-based cross-platform media buying and media accounting system.
He joins Hudson MX following a 19-year tenure with Turner Broadcasting. Based out of the Atlanta headquarters, Diez will be overseeing the company’s rapidly expanding engineering team — which has grown by 46 engineers in the last six months alone.
Exclusives
Hudson MX, a cloud-based modern software company serving local media, has hired Jenny Mitchell as head of customer success. Mitchell joins Hudson MX from Sizmek, a global independent buy-side advertising […]
Growing Fees Slow Spot Automation Growth
Per-transaction fees and resistance by walled gardens are hampering the development of tools to streamline the complicated world of buying and selling spot TV advertising.
Spot Automation: A Timeline
A user’s guide to automation development at Hudson MX, ProvantageX, Videa and WideOrbit.
The orders will use Open TVB and the TIP Compatible Format. More than 2,000 local TV and radio sellers have already been trained by Hudson MX on the “pre-buy” process with additional campaign management training to be provided for all rep firms, TV and radio broadcasters in preparation for 2020 orders starting in mid-September.
Hudson MX, a cloud-based modern software company solving the problems of local media, and ratings provider Comscore, today unveiled a strategic partnership that will let buyers of local TV purchase inventory […]
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).
Automated Selling Is Coming — With A Price Tag
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.
Automated Spot Sales Picking Up Speed
The automation logjam is breaking up with companies like Hudson MX, Videa, WideOrbit and ProVantageX in play. The business has reached a critical mass, according to some observers. But with so many competitors, there’s the likelihood that there will be a winnowing down of platforms with time. And frictions remain to be ironed out — most notably handling makegoods automatically.
