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.
Hearst, Meredith, Raycom, Scripps and Sinclair will join in testing the programmatic targeting and automated buying platform based on WideOrbit’s WO Central. “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,” says WideOrbit’s Eric Mathewson.
Broadcasters want traffic and billing systems that can handle ads for websites and mobile as adeptly as they do broadcast spots and that can integate seamlessly with master control automation. Vendors are doing their best to meet this demand. Says Larry Keene of the Traffic Directors Guild of America: “Every traffic software person we’ve spoken to in the last month and a half…is telling us the attention being given to mobile and Web is almost equaling the time and efforts taken for the TV.”
WideOrbit Inc., a provider of advertising management software for media companies has named Sean Trigony as general manager of WO Central. WO Central allows agencies and advertisers to buy advertising directly from participating WideOrbit stations and networks. Trigony brings more than 16 years of traditional, emerging media and entertainment sales to WideOrbit, including local and […]