WideOrbit Releases WO Traffic v21.0

WideOrbit, a provider of broadcast TV and radio inventory and revenue workflow management, today announced the latest release of WO Traffic, the company’s flagship ad sales and commercial operations platform for TV and radio stations. The WO Traffic v21.0 release includes new features and enhancements it says will “help stations and station groups generate new […]


Optimization And Segmentation Shine With Promise For Spot Ads

The emerging tools require much data harnessing, training and software improvements, among other issues, but the upside is enormous, industry leaders said at a TVNewsCheck webinar last week.

ProVantageX Forms Partnership With WideOrbit

Integration of two linear TV platforms seeks to offer fully automated solutions ranging from supply-side to demand-side with the “potential to revolutionize the way stations manage and sell their commercial spots, boosting revenue and increasing labor efficiencies.”

WideOrbit Releases WO Network 2021 With New Revenue Generating Features

WideOrbit, a provider of broadcast TV inventory and revenue workflow management, today released its latest WO Network, the company’s flagship network ad sales and commercial operations platform used by national, cable and broadcast TV networks. It says the 2021 release includes new features and enhancements to help networks generate new revenue, reduce costs and improve […]

WideOrbit Selects Tru Optik Data Marketplace To Power Streaming Audio And Podcast Audience Targeting

Tru Optik is partnering with WideOrbit, a provider of premium broadcast technology and the largest sell-side processor of premium digital and linear advertising. Tru Optik’s Data Marketplace will be integrated into WideOrbit’s Digital Suite to bring enhanced audience targeting to streaming radio and podcast advertising. With 37% of Americans (104 million) listening to podcasts monthly […]


TVN Focus On Advertising | Stations Project Core Ads To Rise In 2021

Sales and research executives from CBS Television Stations, Gray Television and BIA said they see a sharp rise in core revenue ahead this year, while UM Worldwide threw some colder water on that prediction in a TVNewsCheck webinar on spot TV last week. The executives also tackled the iffy near-time prospects of fully-functional automated buying and selling and the growing revenue prospects of local streaming. Above, Julio Marenghi, president, advertising sales at CBS Television Stations said that the CBS owned stations are seeing more money from OTT business extensions — “There’s definitely more money than there was a year ago” — but it’s not yet significant.

Veritone-WideOrbit Integration Yields Success For Gray Television

Veritone Inc., the creator of an operating system for artificial intelligence, aiWARE, says that its integration with WideOrbit’s ad management and trafficking platform is driving customer satisfaction, renewals and incremental ad revenue opportunities at Gray Television through AI-powered, actionable data insights delivered in near real-time. The combination of Veritone’s broadcast advertising attribution solution, Veritone Attribute, and WideOrbit’s WO […]


TVN Tech | Cloud-Based Sales Workflows Still Evolving

TV salespeople have been working from home since March, but the technology necessary for the entire sales workflow to be cloud-based is still developing. Both WideOrbit and Imagine Communications are transitioning existing products to the cloud and developing new cloud-based software.


IPG/Magna’s Doyle, Dentsu Aegis’ Gundry Join Optimizing Spot TV Webinar

Kathy Doyle, EVP local investment at IPG/Magna, and Heather Gundry, SVP group media director at Dentsu/Aegis, have joined the panel of leading spot TV marketplace executives who will gather for a TVNewsCheck webinar, Optimizing Spot TV in a Challenging Economy. Set for Thursday, June 25, at 1 p.m. ET, the webinar will address how the global coronavirus pandemic has affected their business. They will consider geo-targeting in a patchwork of DMAs in different stages of coping with the crisis; new categories and opportunities, and progress on impression-based selling, performance-based campaigns and the rollout of technologies to streamline and optimize transactions. Register here


TVN To Present: Optimizing Spot TV In A Challenging Economy

Leading spot TV advertising and technology executives will address how the global coronavirus pandemic has affected their business during a TVNewsCheck Working Lunch Webinar set for June 25 at 1 p.m. ET. Speakers will talk about geo-targeting in a patchwork of DMAs in different stages of coping with the crisis; new categories and opportunities, and progress on impression-based selling, performance-based campaigns and the rollout of technologies to streamline and optimize transactions. Register here



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.

Matrix, WideOrbit Extend Partnership

The two will automate CRM data flow for media companies with new API integrations.


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.

WideOrbit, Mediaocean Automate Local Ad Deals

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.


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.

WideOrbit Affirms Support For TIP Initiative

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 […]


Dynamic Ad Insertion Is Key To Broadcast OTT

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.

NAB 2018

WideOrbit Forms Platform Services Group

The new team is being created to assure data portability and ease customer adoption of industry standards.

WideOrbit Has Automated Ads On 1,000+ Chs.

The company says this is evidence of the growing popularity and wide acceptance of programmatic TV advertising.

Fox, WideOrbit Ink Programmatic Pact

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.

WideOrbit Expands Its Programmatic Direct

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. 


WideOrbit, CoreMedia Team On Programmatic

Inventory from stations participating in WideOrbit’s programmatic TV marketplace will now be available through CoreDirect.


ES Networks Now Available On WO Network

Entertainment Studios Inc. (ES) said that all seven of its cable networks and 40 syndicated series are now live on WO Network, WideOrbit’s traffic and ad sales platform for syndicated television shows and cable networks. Entertainment Studios Networks’ deployment of WO Network comes as it realigns its advertising sales business to pursue and fulfill opportunities from large advertising agencies […]

Study: Programmatic TV Spend To Rise In ’17

A new study by WideOrbit finds that 73% of media buyers expect to spend up to half of their TV advertising budgets on programmatic TV in 2017. The study also found the percentage of ad buyers who plan to spend more than 5% of their TV budgets on programmatic will jump from 22% this year, to 64% in 2017.


Making Programmatic Broadcaster-Friendly

Vendors of programmatic supply-side platforms and technology are sensitive to broadcasters’ concerns about commoditizing valuable ad inventory, cannibalizing spot revenue and integration with sales and traffic software. This is Part II of a special report on TV sales. Part I, on the changing nature of TV selling, ran yesterday. See also an Open Mike on compensating new sales hires.


WideOrbit Unveils Programmatic Marketplace

Ad management software firm WideOrbit, which has been making a name for itself as a programmatic TV tech provider of late, on Monday announced the launch of WO Programmatic TV, a marketplace where buyers and sellers can trade local broadcast TV inventory programmatically. The announcement comes just days after Videa launched its own platform for programmatic TV and clypd, another SSP in the space, raised nearly $20 million.

Over 300 Stations Live On WideOrbit Analytics

WideOrbit’s previews its latest business analytics solution release at the NAB Show that offers new core dashboards containing more than 35 major reports, new standard data sources for ad-hoc data exploration and numerous features specifically built for station management.

WideOrbit Adds 65 Radio, TV Stations To WO Traffic

WideOrbit Inc., a provider of advertising management software for media companies, today is bringing 65 radio and television stations live on WO Traffic, the company’s ad revenue management software. This marks a record number of stations that it will bring live on WO Traffic in a single month. In February 2001, WENY, an ABC-affiliated television […]

Jean Callahan To Head Development At WideOrbit

WideOrbit Inc., a provider of advertising management software for media companies, today appointed Jean Callahan as product development manager for digital. An industry veteran with more than 14 years of experience in digital advertising operations, Callahan is responsible for driving the strategy and development of WideOrbit’s digital solutions. Prior to joining WideOrbit, Callahan was VP […]

Gray Switches to WideOrbit For Traffic

WideOrbit products running on its cloud hosting service replace the legacy traffic system at Gray’s 86 stations in 30 U.S. markets.

WideOrbit Taps Barretto As WO Network GM

WideOrbit Inc. a provider of advertising management software for media companies, today announced it has appointed Ashley Barretto general manager of WO Network. Barretto will be responsible for driving the company’s growth and adoption among cable networks of its advertising sales, traffic, billing and program management offerings. Barretto, an industry veteran with more than 25 […]

WideOrbit Integrates With InfoTech MMS

WideOrbit Inc., a provider of advertising management software for media companies, today announced the integration of WO Central, a single-source solution for media buyers to purchase TV advertising directly from WideOrbit clients, with InfoTech’s Media Management System (MMS). This integration delivers a streamlined, automated buying process for long-form direct response media and is designed to […]

WideOrbit, Catalyst Integrate Media Buying

Full integration between WO Central and Catalyst Air Date Management System is designed to simplify the media buying process and improve profitability.


Software Slices, Dices Data To Boost Sales

The growth of customer relationship management solutions and data analytics means stations have a number of options to help them collect and manage information about their customers. Among those in the sales software hunt are Harris, WideOrbit, Decentrix, Matrix Solutions and SalesForce.


Traffic & Billing: Fewer Firms, More Offerings

Over the past decade, the T&B sector has consolidated dramatically. Where once there were 15-20 players, there are now just a handful, fiercely competing to meet clients’ demands for trimming costs and managing ads on the proliferating platforms, including the Web, digital subchannels and various mobile offerings. WideOrbit and Harris OSi are the dominant companies in the U.S. commercial TV station sector, but a number of others, including Myers, BroadView, Pilat and Sintec, want a piece of the pie.


WDBJ Installs Crispin, WideOrbit BXF Interface

Schurz Television’s CBS affiliate WDBJ Roanoke, Va. (DMA 66), has installed a new full-featured, real-time BXF interface between Crispin master control automation and WideOrbit traffic systems. The BXF interface provides an automated and dynamic information exchange between WideOrbit traffic and Crispin automation that replaces the manual exchange of files with a real-time data interface. In […]

WideOrbit Names Vijay Kumar Engineering VP

WideOrbit Inc., a provider of advertising management software for media companies, today announced the appointment of Vijay Kumar as vice president of engineering. Kumar will lead WideOrbit’s San Francisco-based engineering teams and focus on business analytics and yield optimization. Kumar will join the executive management team at WideOrbit and will report directly to Will Offeman […]

NAB 2011

Automation, Traffic: Doing More With Less

Among the myriad of broadcasting gear on display at next week’s NAB Show in Las Vegas are automation, traffic and billing equipment and software. There’s growing interest in these products since TV broadcasters need to be able to oversee a growing number of channels with a shrinking number of staff.

WideOrbit Platforms On 2,000 Stations, Nets

The advertising software provider now serves clients in 97 of the top 100 DMAs with its range of products for TV stations, radio stations, cable networks and websites.