Using proprietary location-focused technology from its Yashi subsidiary, the new Digital Mirror programmatic product offers advertisers simultaneous delivery of television and digital pre-roll video ads. The launch is initially exclusive to Nexstar’s 103 stations reaching 18% of U.S. TV households with plans for broader commercial deployment.
CEO Perry Sook believes there is far more potential for growth in digital than in spot advertising so his company has been expanding its digital footprint through acquisitions. And more are likely to come. He’s on the lookout for specialized or “vertical” websites and tech companies that would help Nexstar exploit social media and native advertising.
Nexstar Broadcasting Group has bought Yashi Inc., an online video demand side platform. The $33 million deal puts Nexstar in control of Yashi’s location-based targeting and programmatic technology and services for the online video advertising industry.