Mediaocean

Buyers can access inventory directly from sellers including A+E Networks, AMC Networks, DirecTV Advertising, Dish Media, Disney Advertising, Fix Digital, LG Ad Solutions, Vizio and Warner Bros. Discovery.

Magnite said it made a deal with Mediaocean that will make its streaming and connected TV inventory available to local linear buyers using Mediaocean’s platform.

Digital media-buying pioneer John Nardone has left agency technology leader Mediaocean and a new team has been put in place to oversee the operations of its legacy media-buying systems, it’s new ad tech portfolio, and the development of new products for managing the workflow surrounding the convergence of linear and non-linear TV, as well as new advertising currencies associated with it.

As the television industry looks for better ways to measure viewers, NBCUniversal wants the audience metrics used to buy and sell advertising to take into account the quality of the video and how much it engages consumers. NBCU on Wednesday is holding its annual pre-upfront presentation highlighting its data and technology capabilities for advertisers. This year’s event is called One23.

Mediaocean agreed to acquire Flashtalking, combining its budget management capabilities with the ability to serve ads in digital environments. Terms were not disclosed, but according to published reports Mediaocean is paying $500 million for Flashtalking.

Mediaocean, the big media-buying software platform for U.S. media agencies, is automating local TV media-planning and media-buying tools, improving workflow to better compete with digital and other media platforms.

The alliance is desinged to enable the buying of OTT, display, video and linear on Mediaocean’s Spectra platform.

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.

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 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.