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 and system interoperability.

The TIP Initiative is a consortium of leading local television broadcasters including Hearst Television, Nexstar Media Group, Raycom Media, Sinclair Broadcast Group, Tegna and Tribune Media, dedicated to accelerating automated advertising transactions for local TV broadcasters and their media agency partners. The TIP consortium has developed the technical framework necessary to streamline transaction workflows for local broadcast television using standardized interfaces.

The new hires are:

Tim Swift, formerly director of business systems and analytics at Bonneville International, leads WideOrbit’s integration initiatives as the company’s first VP of platform services.

Toufic Moubarak has taken on the newly created position of VP of advanced TV. He will be the executive steward of WideOrbit’s advanced advertising initiatives, including development for ATSC 3.0, OTT and the TIP Initiative. Moubarak was previously chief technology officer at SintecMedia and its acquisition StorerTV.