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.
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.
WideOrbit is collaborating with broadcast industry leadership says it is “taking strong steps to comply with the TV Interface Practices (TIP) Initiative.” The parent company of WO Traffic, broadcasting industry advertising business management software, is testing a new API with members of the TIP consortium and has made several key hires in support of accelerating advanced advertising transactions […]
The complications of dynamic ad insertion is one factor keeping local broadcasters from making a bigger run at OTT. But with the promise of higher CPMs from ad targeting as motivation, broadcasters and vendors say solutions are on the horizon.
The new team is being created to assure data portability and ease customer adoption of industry standards.
The company says this is evidence of the growing popularity and wide acceptance of programmatic TV advertising.
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.
Many of the new WO Programmatic ad capabilities introduced today were developed following test buys performed earlier this year in partnership with Amplifi US, the media investment platform of Dentsu Aegis Network.
Inventory from stations participating in WideOrbit’s programmatic TV marketplace will now be available through CoreDirect.