Videa Unveils TIP-Based Automated Selling Specs

Videa, the unit of Cox Media Group that is offering an automated selling platform for spot TV, said today that it is making available open-sourced API specifications to all developers of automated selling systems.

The specs are based on the work of the TV Interface Practices Initiative, a consortium of leading stations groups dedicated to defining the desired attributes of automated systems and insuring interoperability among the systems — Videa and others.

“Videa strongly believes in a platform-agnostic future and is proud to help lead the industry by delivering an open source option for other solution providers that will ultimately make it easier for dollars to flow through to local TV,” said Shereta Williams, president of Videa, in a prepared statement.

According to Videa, its APIs include specifications for inventory, RFPs (avail requests), proposals (avail responses), orders, makegoods and pre and post logs.

The inventory API automates the flow of inventory, rates and ratings between systems and provides agencies instant access to broadcast inventory without duplication of work. Videa’s API specification license allows for commercial or private use as well as modification or distribution.

Rob Weisbord, chief revenue officer, Sinclair Broadcast Group, praised Videa’s effort. “It’s exciting to see a technology provider like … Videa driving the industry forward and to work with them to ultimately drive open standards-based solutions for more efficient automated buying and selling of local broadcast inventory.”

Imagine Communications, a suppler of traffic systems and other TV production technology, endorsed Videa’s initiative.

Through its platform, Videa provides buyers with direct access to station advertising inventory, enabling advertisers, agencies and marketers to purchase media buys — within seconds and up to a year in advance. “Our integration with Videa is an important step toward interoperability between systems and transactional innovations, and we look forward to continuing our support of this important initiative,” said Imagine COO Dave Villano.

Videa can work with any traffic system or demand side buying platform, aligning with the unique needs of each TV station’s sales strategy, the company.